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PROBLEMS OF MODERN ECONOMICS, N 3 (31), 2009
ISSUES OF COMPETIVENESS IN CONTEMPORARY ECONOMICS
Vizgalova V. V.
PhD student, Saint-Petersburg State University of Economics and Finance, Department of Quality Management

Strategic branding and increasing of competitive potential of an enterprise
The article discusses the notion of brand and strategic branding as factors increase the competitive potential of an enterprise in the global context, analyzes theoretical aspects and practical components of strategic branding, as well as its influence upon the competitive potential on the market of children’s products; case of the Russian project “Smeshariki” is taken as an example
Key words: competition, competitive potential, brand, strategic branding



Литература
1. Бренды и брендинг / Р. Клифтон, Дж.Симмонз и др. / Пер. с англ. — М.: ЗАО «Олимп-Бизнес», 2008.
2. Годин А.М., Дмитриев А.А., Бабленков И.Б. Брендинг: учебное пособие. 2 изд., перераб. и доп. — М.: «Дашков и К», 2006.
3. Дашян М.С. Изобретение, товарный знак, ноу-хау, фирменный бренд. — М.: Эксмо, 2008.
4. ЛеПла Ф.Дж., Паркер Л.М. Интегрированный брендинг / Пер.с англ.; Под ред. С.Г. Божук. — СПБ.: «Нева», М.: «Олма-Пресс Инвест», 2003.
5. Панрухин А.П. Маркетинг: Учебник. 3 изд. — М.: ИКФ «Омега-Л», 2004.
6. Фатхутдинов Р.А. Конкурентоспособность: Россия и Мир, 1992–2015. — М.: Экономика, 2005.
7. http://www.smeshariki.ru
8. http://www.igroprom.ru

Article in russian

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