Features of competitive brand positioning

The article reflects the latest trends in positioning and its impact on the brand effectiveness. The concept of a brand is considered. A trademark is examined as the priority component of enterprise’s intangible assets, as an effective management tool for an organization. The author substantiates th...

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Bibliographic Details
Main Author: O.A. Kovalchuk
Format: Article
Language:English
Published: Zhytomyr State Technological University 2018-12-01
Series:Vìsnik Žitomirsʹkogo Deržavnogo Tehnologìčnogo Unìversitetu: Ekonomìčnì Nauki
Subjects:
Online Access:http://ven.ztu.edu.ua/article/view/154007/153699