{"id":205,"date":"2018-03-30T18:33:47","date_gmt":"2018-03-30T15:33:47","guid":{"rendered":"http:\/\/resources.today\/en\/?p=205"},"modified":"2018-03-30T18:33:47","modified_gmt":"2018-03-30T15:33:47","slug":"02rro417","status":"publish","type":"post","link":"https:\/\/resources.today\/en\/02rro417.html","title":{"rendered":"Additional resources in advertising in insurance"},"content":{"rendered":"<p style=\"text-align: right;\"><strong>Sharokhina Svetlana Vladimirovna<\/strong><br \/>\nSamara state university of economics<br \/>\nSyzran branch, Russia, Syzran<br \/>\nE-mail: sharokhinatv@gmail.com<\/p>\n<p style=\"text-align: justify;\"><strong>Abstract.<\/strong> 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 \u2013 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 &#171;the goods brand&#187; and &#171;image of the enterprise&#187; 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 \u2013 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).<\/p>\n<p style=\"text-align: justify;\"><strong>Keywords:<\/strong> marketing; brand management; image of the enterprise; goods brand; consumers; positioning; target audience<\/p>\n","protected":false},"excerpt":{"rendered":"<p>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 &hellip;<\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6,5],"tags":[],"class_list":["post-205","post","type-post","status-publish","format-standard","hentry","category-vol4-no4","category-article"],"_links":{"self":[{"href":"https:\/\/resources.today\/en\/wp-json\/wp\/v2\/posts\/205","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/resources.today\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/resources.today\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/resources.today\/en\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/resources.today\/en\/wp-json\/wp\/v2\/comments?post=205"}],"version-history":[{"count":0,"href":"https:\/\/resources.today\/en\/wp-json\/wp\/v2\/posts\/205\/revisions"}],"wp:attachment":[{"href":"https:\/\/resources.today\/en\/wp-json\/wp\/v2\/media?parent=205"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/resources.today\/en\/wp-json\/wp\/v2\/categories?post=205"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/resources.today\/en\/wp-json\/wp\/v2\/tags?post=205"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}