Strategic Branding in Russia: Development Barriers

Goal. Given the modern aspects of building a strong brand, the strategic assets of companies are their trademarks, which, with good governance, act as revenue generators. Recently, the problems of implementing an investment project with minimal risks and high efficiency become more acute, as in the...

Descripción completa

Guardado en:

Detalles Bibliográficos
Autores principales:	L. A. Filippova, A. S. Khvorostyanaya
Formato:	article
Lenguaje:	EN RU
Publicado:	North-West institute of management of the Russian Presidential Academy of National Economy and Public Administration 2018
Materias:	branding strategy intangible asset factors development Political institutions and public administration (General) JF20-2112
Acceso en línea:	https://doaj.org/article/16d8d4fb53824ec6a131bde35f9100f3
Etiquetas:	Agregar Etiqueta Sin Etiquetas, Sea el primero en etiquetar este registro!

id	oai:doaj.org-article:16d8d4fb53824ec6a131bde35f9100f3
record_format	dspace
spelling	oai:doaj.org-article:16d8d4fb53824ec6a131bde35f9100f32021-11-12T10:46:08ZStrategic Branding in Russia: Development Barriers1726-11391816-859010.22394/1726-1139-2018-9-167-176https://doaj.org/article/16d8d4fb53824ec6a131bde35f9100f32018-11-01T00:00:00Zhttps://www.acjournal.ru/jour/article/view/936https://doaj.org/toc/1726-1139https://doaj.org/toc/1816-8590Goal. Given the modern aspects of building a strong brand, the strategic assets of companies are their trademarks, which, with good governance, act as revenue generators. Recently, the problems of implementing an investment project with minimal risks and high efficiency become more acute, as in the current market there are many limiting factors that negatively affect the successful development of the domestic brand. The purpose of the study in this article is to identify internal and external factors that limit development and reduce the competitiveness of domestic brands in the Russian market in modern conditions.Methods. In the study, using qualitative analysis of available statistics and examples, the main barriers to the presence of domestic brands are considered. The main methodology for building the development strategy of the company is proposed by the well-known economiststrategist, professor V. Kvint and has been tested in practice for 45 years.Results. As a result of this research, a comparative competitive analysis of brands in the world and in Russia was conducted, statistical data of a large analytical source on intellectual property of WIPO were analyzed, five main negative factors influencing the development of the national branding industry in Russia were identified.L. A. FilippovaA. S. KhvorostyanayaNorth-West institute of management of the Russian Presidential Academy of National Economy and Public Administration articlebrandingstrategyintangible assetfactorsdevelopmentPolitical institutions and public administration (General)JF20-2112ENRUУправленческое консультирование, Vol 0, Iss 9, Pp 167-176 (2018)
institution	DOAJ
collection	DOAJ
language	EN RU
topic	branding strategy intangible asset factors development Political institutions and public administration (General) JF20-2112
spellingShingle	branding strategy intangible asset factors development Political institutions and public administration (General) JF20-2112 L. A. Filippova A. S. Khvorostyanaya Strategic Branding in Russia: Development Barriers
description	Goal. Given the modern aspects of building a strong brand, the strategic assets of companies are their trademarks, which, with good governance, act as revenue generators. Recently, the problems of implementing an investment project with minimal risks and high efficiency become more acute, as in the current market there are many limiting factors that negatively affect the successful development of the domestic brand. The purpose of the study in this article is to identify internal and external factors that limit development and reduce the competitiveness of domestic brands in the Russian market in modern conditions.Methods. In the study, using qualitative analysis of available statistics and examples, the main barriers to the presence of domestic brands are considered. The main methodology for building the development strategy of the company is proposed by the well-known economiststrategist, professor V. Kvint and has been tested in practice for 45 years.Results. As a result of this research, a comparative competitive analysis of brands in the world and in Russia was conducted, statistical data of a large analytical source on intellectual property of WIPO were analyzed, five main negative factors influencing the development of the national branding industry in Russia were identified.
format	article
author	L. A. Filippova A. S. Khvorostyanaya
author_facet	L. A. Filippova A. S. Khvorostyanaya
author_sort	L. A. Filippova
title	Strategic Branding in Russia: Development Barriers
title_short	Strategic Branding in Russia: Development Barriers
title_full	Strategic Branding in Russia: Development Barriers
title_fullStr	Strategic Branding in Russia: Development Barriers
title_full_unstemmed	Strategic Branding in Russia: Development Barriers
title_sort	strategic branding in russia: development barriers
publisher	North-West institute of management of the Russian Presidential Academy of National Economy and Public Administration
publishDate	2018
url	https://doaj.org/article/16d8d4fb53824ec6a131bde35f9100f3
work_keys_str_mv	AT lafilippova strategicbrandinginrussiadevelopmentbarriers AT askhvorostyanaya strategicbrandinginrussiadevelopmentbarriers
_version_	1718430788717903872

Strategic Branding in Russia: Development Barriers

Ejemplares similares