|PROBLEMS OF MODERN ECONOMICS, N 1 (37), 2011|
|PROBLEMS OF MARKETING. LOGISTICS|
|Meshcheriakov T. V.|
Assistant professor, Chair of Economic Theory,
North-Western State Extramural Technological University (St.Petersburg),
Candidate of Science (Economics)
Okol’nishnikova I. Yu.
Head of the Chair of Marketing Communications, South Ural State University (Chelyabinsk) PhD (Pedagogy)
Nikiforova G. Yu.
PhD student, Chair of Economic Theory, North-Western State Extramural Technological University (St. Petersburg)
|The article discusses formation of brand as a type of communicative capital, and shows that the brand as an economic capital is formed on the basis of symbolic, cultural, social, and moral potential|
|Key words: brand, brand-capital, communicative capital, symbolic capital, social capital|