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DOI: 10.15862/02RRO417 (https://doi.org/10.15862/02RRO417)

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Sharokhina S.V. Additional resources in advertising in insurance. Russian journal of resources, conservation and recycling. 2017; 4(4). Available at: https://resources.today/PDF/02RRO417.pdf (in Russian). DOI: 10.15862/02RRO417

Additional resources in advertising in insurance

Sharokhina Svetlana Vladimirovna
Samara state university of economics
Syzran branch, Russia, Syzran
E-mail: sharokhinatv@gmail.com

Abstract. In article the concept of a brand management of trade enterprises and also his essence in relation to modern conditions of transformation of the market relations in the Russian Federation is considered. Need of use in a brand – activity of the concept of marketing is proved. Specific functions of a brand management of trade enterprises in the conditions of marketing orientation in a section of his elements are allocated. It is proved that by consideration of a brand management of trade enterprises in the conditions of marketing orientation as it is expedient to cover basics a brand of trade enterprise which consists of a brand of goods and image of the enterprise. In article «the goods brand» and «image of the enterprise» separately are considered. As a result of a research the conclusion is drawn that the brand management of trade enterprises in the conditions of marketing orientation is the administrative activity and creation of long-term competitive advantage of the enterprise and its goods based on strengthening of action on a direct environment of the enterprise by means of communications – mix and effective positioning. It is defined that activity in the sphere of a brand management realizes also the general functions (planning, the organization, motivation, control), and specific functions (market researches, management of innovations, management of a set of attributes of a brand, management of life cycle of a brand, management of competitiveness of a brand).

Keywords: marketing; brand management; image of the enterprise; goods brand; consumers; positioning; target audience

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