The role of advertising in promoting the national brand ...

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Uploaded: 29.05.2010
Content: 00529123532183.rar (1125,94 kB)

Description

Course work 93 p. Theme: "The role of advertising in promoting domestic brand on the Russian market (for example, concern" Kalina ").
The work was written in 2010.

Additional information

Contents



Introduction 3
Chapter 1. Theoretical bases of formation of brand 6
1.1. The history of the brand 6
1.2. The essence and purpose of branding. 10 brand positioning strategy
1.3. The mechanism of the formation of the brand 20
Chapter 2. Analysis of the formation of the brand Kalina 31
2.1. Company Description 31
2.2. An analysis of empirical data 47
2.2.1 Advertising and brand positioning, strategy used by 47
2.2.2. Technology brand promotion, media advertising as an element of branding 54
Chapter 3. Ways to improve communication technology brand management Kalina 71
3.1. The development of brand management and communication technologies 71
3.2. Improving relationships and product brand image 75
Conclusion 85
Bibliography 87
Appendix 93

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