Industrial umbrella brand: how to measure its value dynamics?
Автор: Bykov K.V.
Журнал: Имущественные отношения в Российской Федерации @iovrf
Рубрика: Оценка всех видов собственности
Статья в выпуске: 11 (98), 2009 года.
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This article talks about a retrospective indexation method (featuring the Sukhoi Company) used to measure industrial brand values. The importance of such topic is driven by the increasing role of marketing as a profit generator and brands as key sources of business value growth.
Industrial brand, brand functions, additional brand value, brand potential, brand lifecycle, relationship marketing, marketing investment, business network, competitive advantage, cost of business, retrospective indexation method, business capitalization
Короткий адрес: https://sciup.org/170151864
IDR: 170151864
