Economic Bulletin of the National Mining University


IssuesSectionsAuthorsKeywords

Article

Issue:2012 №1 (37)
Section:Marketing
UDK:658.8.011
Article language:Ukrainian
Pages:110-116
Title:Creating the effective brand architecture of the enterprise: international experience and Ukrainian practice
Author:Yatsentyuk S. V.
Annotation:The basic forms, approaches and methods of creation and realization of brand architecture on enterprise were considered. On the basis of defined levels of the brand and types of enterprise’s strategic brand architecture the model of formation and development of enterprise’s brand architecture was offered. 
Keywords:Brand, Sub brand, Brand architecture, Company’s brand portfolio
File of the article:EV20121_110-116.pdf