Brand audit: types, approaches, methodologies

Скорочена інформація про документ
dc.contributor.authorZozul`ov, Oleksandr
dc.contributor.authorGloba, Maria
dc.contributor.authorGnitetskyi, Ievgen
dc.date.accessioned2022-07-21T08:43:36Z
dc.date.available2022-07-21T08:43:36Z
dc.date.issued2022
dc.description.abstractenThe paper examines approaches to defining the concept of "brand audit", areas of brand audit, types of brand audit, and the subject of brand audit according to the approach, methodology and model of a brand audit. The relevance of the research topic is due to the formation of the brand as the most valuable asset of the company. The brand audit appears as a preparatory step to develop or adjust brand positioning, refine its development strategy, and a tool for a comprehensive review of a brand or a system for monitoring its health and effectiveness. The result of the study is a composition of approaches to the definition of "brand audit", which are managerial, competitive, procedural and economic-managerial approaches; development of the brand audit process, which considers two areas: internal and external environment; determination of the type and the area of a brand audit.uk
dc.identifier.citationZozul`ov, О. Brand audit: types, approaches, methodologies / Oleksandr Zozul`ov, Maria Globa, Ievgen Gnitetskyi // Маркетинг і цифрові технології. – 2022. – Том 6. – № 2 – C. 86-95.uk
dc.identifier.urihttps://ela.kpi.ua/handle/123456789/49169
dc.language.isoenuk
dc.publisher.placeОдесаuk
dc.sourceМаркетинг і цифрові технології, Том 6, № 2uk
dc.titleBrand audit: types, approaches, methodologiesuk
dc.typeArticleuk

Файли

Контейнер файлів
Зараз показуємо 1 - 1 з 1
Ескіз
Назва:
Brand_audit.pdf
Розмір:
1.03 MB
Формат:
Adobe Portable Document Format
Опис:
Завантажити
Ліцензійна угода
Зараз показуємо 1 - 1 з 1
Ескіз недоступний
Назва:
license.txt
Розмір:
1.71 KB
Формат:
Item-specific license agreed upon to submission
Опис:
Завантажити

Зібрання

Статті (КПМ)