BUSINESS INFORM №12-2012

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Section: Management and Marketing
UDC 659.126-053.6
Shubin A. A., Krivonos A. A.
Mental and Ethical Aspects in Juvenile-Oriented Brand Development (p. 316 - 320)
This article is dedicated to mental and ethical aspects that arise in the process of developing brands for a juvenile target group. A highly optimized way of discerning and satisfying the emotional demands of children and rational motives of their parents is proposed. To create a trademark concept that accounts for interaction of complex systems in a state of unsteady equilibrium, a matrix of dual-targeting trademark creation is developed.
Keywords: brand, target group, promotion, juvenile brand, segmentation, targeting, demand
Fig.: 5. Tabl.: 1. Bibl.: 6.

Shubin Aleksandr A. – Doctor of Sciences (Economics), Professor, Rector, Donetsk National University of Economics and Trade named after Mykhailo Tugan-Baranovsky (16 Tramvaina Str., Kryvyi Rih, Dnipropetrovsk region, 50005, Ukraine)
Krivonos Alina A. – Assistant, Department of Marketing and CP, Donetsk National University of Economics and Trade named after Mykhailo Tugan-Baranovsky (16 Tramvaina Str., Kryvyi Rih, Dnipropetrovsk region, 50005, Ukraine)
Email: [email protected]

Article is written in English
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Reference to this article:
Shubin, Aleksandr A., and Krivonos, Alina A. (2012) “Mental and Ethical Aspects in Juvenile-Oriented Brand Development.” Business Inform 12:316–320.

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