Analysis of modern definitions and approaches to the disclosure of the brand essence
In this article, the conceptual consideration of the concept of branding, which according to the authors include the understanding of the brand as an economic tool, mental substance, cultural object, a set of values, a means of communication, the cult, the territorial identity, is detected. The cons...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Peoples’ Friendship University of Russia (RUDN University)
2013-12-01
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| Series: | RUDN Journal of Economics |
| Subjects: | |
| Online Access: | http://journals.rudn.ru/economics/article/view/12194 |