On-line: ISSN 1339-9403

Date: 2017-12-07 11:12:36

ELEMENTS OF THE BRAND


Keywords: brand, ownership, tangible and intangible elements

FIRSOVA Svetlana
ONCHUKOVA Galina

Abstract

We do live in a branded world. There is no doubt about it. We all make produce decisions every day. We probably all have certain types of products of which we like only one or two brands, while we buy other things based on what is on sale on a given day. This inclination to buy branded products is rooted in two basic things: recollection and satisfaction. We remember which one we like by brand name.

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