Modern understanding the brand concept: difference from a trademark and traditional approaches to definition

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Annotation: The paper considers the concept of «brand» and «trademark». The differences between these concepts in the context of different approaches of scientists and civil legislation of Ukraine are determined. A comparative analysis was conducted regarding the understanding of the category «brand». Classic marketing theories are considered through the lens of modern marketer practitioners. The main differences between the approaches to the definition of the brand concept are highlighted.

Bibliographic description of the article for the citation:

. Modern understanding the brand concept: difference from a trademark and traditional approaches to definition//Science online: International Scientific e-zine - 2018. - №11. - https://nauka-online.com/en/publications/economy/2018/11/sovremennoe-ponimanie-ponyatie-brenda-otlichie-ot-torgovoj-marki-i-traditsionnye-podhody-k-opredeleniyu/

The article was published in: Science online No11 november 2018

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