Уровни воздействия бренд-коммуникаций и эффект синергии
The article provides the analysis of strength and nature of emotional bonds between consumers and corporate, product and personal brands of different companies. Based on the survey of respondents involved in groups of brands in social network Vkontakte the authors consider the impact of each of three types of brands on emotional bonds with consumers creation.
This article is devoted to the analysis of the key elements of marketing strategies of the Private Wealth Management on the world market. In the article the trends in the traditional product line arisen from the recent crises and the widespread of the principle of «open architecture» are identified. There is also a short description of types of brand creation in Private Wealth Management. The main business models affecting the distribution channels of Private Banking services are considered, and the main approaches to the pricing on the market of Private Banking are presented.
This tutor and exercise book discusses the key concepts and tools of modern marketing, and is closely associated with all aspects of management in modern companies. Management policy details and the mechanisms for the use of marketing techniques to increase the capitalization of the business are reviewed as well as effective management of the product portfolio, effective brands creation and and brand portfolio management, and also the evaluation methods to measure the effect of marketing programs. The principles of creating well controlled structures of marketing in services companies, customer-oriented business development, modern approaches to segmenting the consumer and product customization yet new methods and technologies of marketing using information technologies of the XXI century are also examined in present book.