| | PROBLEMS OF MODERN ECONOMICS, N 3 (35), 2010 | | PROBLEMS OF MARKETING. LOGISTICS | | Gris’ko A. S. PhD student, F.M. Dostoevsky Omsk State University
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| The article shows that the brand is a virtual substitution of a commodity. Consumers decide upon which conditions a certain good presents a value for them. Major constitutive parts of the brand’s consumer capital are discussed | Key words: brand, producer, consumer, brand evaluation, brand capital | |
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