Directions of optimizing the use of branding in the structure of enterprise competitiveness’ tools

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The article defines the essence of the concept of brand-oriented control system of industrial enterprise communications, a hierarchy of strategic objectives of the enterprise communications management is proposed, the elements of the mechanism of brand-based communications management of a company are analyzed and the semantic description of the main features of the brand-oriented management of the enterprise communications is presented.

About the authors

S. V. Mayer

Department of Marketing and Advertising, Rostov State University of Economics, 69, Bol’shaya Sadovaya Street, Rostov-on-Don, 344002, Russian Federation.

Author for correspondence.

L. V. Ermolina

the Dept. of Economy of the City and Municipal Management, Samara State University, Samara, 443011, Russian Federation.



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