Economic Bulletin of the National Mining University




Issue:2014 №3 (47)
Article language:Ukrainian
Title:Dynamic model of managing the development of the brands for industrial products
Author:Yatsentyuk S. V.
Annotation:On the bases of studying the essence, characteristics and mechanisms of brand-architecture of B2B enterprises the dynamic model for developing and managing the brands has been proposed. The model is based on the hypothesis that the development of brands in B2B market is a multi-step process and allows the optimization of brand portfolio as a tool for operational and tactical management. At the same time, building the brand-architecture of the company is related to its strategic development. The model is based on combination of systemic and dynamic approaches. 
Keywords:Brand, Brand architecture, Brand-portfolio, Dynamic model, Structural and logical model
File of the article:EV20143_056-064.pdf