Рекламно-маркетинговая стратегия компании как средство управления стоимостью бренда

Abstract

The purpose of research is to determine the correlation between the formation of the company’s advertising policy and its brand value. The data of CTC Company was used for the analysis. The study focuses on the brand as an intangible asset of the company. The object of the research is the tools for management of the brand value by means of outdoor and media advertising. As a methodological framework, we used the work of David Aaker, publications of European branding agencies, the concept of of brand value analysis Interbrand. The empirical base is the quantitative and qualitative research conducted by CTC Company, the data on the company's advertising budget received in the agency Adindex, Interbrand ratings and expert interviews. The results of the study are related to the correlation of investments in television advertising and brand value changes, according to Interbrand data. The results of this work can be used in marketing when developing the advertising and marketing concept of the media.