BUSINESS INFORM №5-2013

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62

Section: Management and Marketing
UDC 339.138.021
Ievtushenko G. V.
Model of Management of the Company’s Brand Capital (p. 351 - 356)
The article shows the role of the brand capital in modern economic transformations; considers market and social manifestations of the brand capital; reveals and analyses factors of influence upon formation and functioning of the mechanism of management of the company’s brand capital; identifies stages of the process of formation of the brand capital; studies interconnection between functions of management of the brand capital; justifies theoretical and methodical foundations of the model of management of the company’s brand capital; formulates author’s definition of the model of management of the brand capital; offers a model of management of the company’s brand capital; and develops recommendations on organisation of management of the company’s brand capital.
Keywords: brand, stages of the process of brand capital formation, image, brand capital, model of management of company’s brand capital, marketing risks bearers, trade mark, management functions
Fig.: 5. Bibl.: 4.

Ievtushenko Ganna V. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Marketing, Management and Entrepreneurship, V. N. Karazin Kharkiv National University (4 Svobody Square, Kharkіv, 61022, Ukraine)
Email: [email protected]

Article is written in Ukrainian
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Reference to this article:
Ievtushenko, Ganna V. (2013) “Model of Management of the Company’s Brand Capital.” Business Inform 5:351–356.

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