Features definitions of brand and architecture of brands. Advantages of creation structured brand portfolio

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Annotation: The paper considers the concept of «brand» and «brand architecture». A comparative analysis was conducted regarding the understanding these concepts by different scientists. The schemes of brand building, which are used in the activities of well-known marketing companies, were considered. The advantages of building a brand architecture for company owners are determined.

Bibliographic description of the article for the citation:

. Features definitions of brand and architecture of brands. Advantages of creation structured brand portfolio//Science online: International Scientific e-zine - 2018. - №11. - https://nauka-online.com/en/publications/economy/2018/11/osobennosti-ponyatiya-brend-ta-arhitektury-brendov-preimushhestva-sozdaniya-strukturirovannogo-portfelya-brendov/

The article was published in: Science online No11 november 2018

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