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  3. The image and its place in the brand equity

The image and its place in the brand equity

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Annotation: In the article, the concepts of "image" and "brand-capital" are considered. The analysis of different points of view concerning their understanding is carried out. The features of the image and its place in the brand equity are considered. The advantages of creating a positive image, the importance of image in brand management are noted.

Keywords: brand brand equity brand image brand management brand value image loyalty бренд бренд-імідж бренд-менеджмент імідж капитал бренда капітал бренду лояльність лояльность маркетинг ценность бренда цінність бренду
Categories: Economy

Bibliographic description of the article for the citation:

. The image and its place in the brand equity//Science online: International Scientific e-zine - 2018. - №12. - https://nauka-online.com/en/publications/economy/2018/12/imidzh-i-ego-mesto-v-kapitale-brenda/

The article was published in: Science online No12 декабрь 2018
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