Full Article: PDF
Scientific Object Identifier: http://s-o-i.org/1.1/TAS-12-116-44
DOI: https://dx.doi.org/10.15863/TAS.2022.12.116.44
Language: Russian
Citation: Saprykina, O. A., & Mikhailov, A.Yu. (2022). On the role of brand audit in implementation activities in the field of brand management. ISJ Theoretical & Applied Science, 12 (116), 618-622. Soi: http://s-o-i.org/1.1/TAS-12-116-44 Doi: https://dx.doi.org/10.15863/TAS.2022.12.116.44 |
Pages: 618-622
Published: 30.12.2022
Abstract: this article discusses the process of changing the procedures and tools of the company's brand management in modern conditions, primarily due to the strengthening trend in the creation of ecosystems by large companies. The authors claim that large corporations are trying to surround their consumer by offering them 360 ° services. In view of this, it is necessary to strengthen control over the activities of the corporation in the field of brand management, including brand auditing.
Key words: brand management, ecosystem, brand audit, brand audit, identity, consumer behavior.
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