Brand management. Tutorial. Gerasimenko V., Ochkovskaya M.

This textbook was prepared by teachers of the Department of Marketing of the Economic Department of the Moscow State University named after MV Lomonosov and is intended for students studying in the field of “Marketing”. It reveals the concept of brand and its values, identity and building brands, analyzes a set of problems associated with such a multidimensional concept as brand capital. The manual was prepared on the basis of the experience of teaching academic disciplines “brand management” and “marketing”, as well as taking into account the practice of interaction with companies presented in the Russian market.

First of all, this textbook can be used in the educational process Students of the magistracy, as well as those who study at MBA programs. It will also help students under the development of the Marketing course on the topic “Brand Management”, and can also be useful for all those who work or conduct scientific research in the field of marketing.