| | | | PROBLEMS OF MODERN ECONOMICS, N 4 (44), 2012 | | | | PROBLEMS OF MARKETING. LOGISTICS | | | Monakhov O. N.
PhD student, Chair of Marketing, St. Petersburg State University of Service and Economy
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| | | The article describes the notion of a “strong brand” and the impact produced the brand capital upon the cost of the company and efficacy of its investments. The author emphasizes advantages from investment into companies with a strong brand | | Key words: brand, cost of brand, brand capital, investment portfolio | | Pages: 245 - 247 |
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