MECHANISM OF THE TIRE PRODUCTION CORPORATE BRAND ADVANCEMENT
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Author(s): | Samoilenko I. V., |
| Number of journal: | 3(16) | Date: | August 2011 |
| Annotation: | The article has provided the mechanism of the corporate brand advancement. The scheme of brand advancement specifies three directions of impact on the end user. The first direction: manufacturer directly impacts the end user via advertizing communications and public relations. The second direction: manufacturer impacts the end user via V2V-sector. This is automobile industry within the present research. The third direction: manufacturer impacts the end user via sales and service centers. The possibility of application of the current mechanism by the companies-world leaders of tires manufacturing (Michelin, Goodyear, Bridgestone) has been analyzed. |
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| Keywords: | brand, branding, tires industry, mechanism of advancement of a brand, corporate brand, end user, advertizing communications, direct marketing, sale stimulation, the centers of sales and service |
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