В статье выделены и проанализированы основные этапы эволюции ключевых концепций бренд-менеджмента в условиях трансформации внешней среды компании. Исследуются базовые модели управления брендами в современных условиях ведения бизнеса, принципы эффективной реализации бренд-менеджмента бренд-ориентированными компаниями. В рамках рассмотренных концепций бренд-менеджмента изучены основные объекты управления брендами, критерии эффективности брендинга, стратегическая направленность управления брендами. Ключевые слова: бренд, брендинг, бренд-менеджмент, принципы бренд-менеджмента, имидж бренда, идентичность бренда, капитал бренда, потребительский капитал бренда, активы потребительского капитала бренда, стоимость бренда.

No abstract

learning process. A number of propositions were formulated concerning the readiness of students to approve the format of a traditional case, their ideas about cases of 'good' and 'bad' quality. The factors contributing to the successful application of traditional cases to the educational process were studied. They include: 1) involvement in the case study process; 2) requirements for skills development of both teachers and case study participants who were part of the study group; 3) the analysis of satisfaction with the case method. Propositions were formulated regarding the characteristics of perception of the traditional case method by bachelor's, master's and EMBA programs students, and their expectations from the use of the case method in the educational process were revealed. The authors recognized the reasonable formulation of the propositions that the traditional case fully retains its relevance and its further use makes for a significant increase in the requirements of students for the quality of the cases.

No abstract

The article deals with the phenomenon of “private label” (PL) in the environment of retail chains and presents the methodology for its study. The evolution of this phenomenon is briefly described as a voyage of PLs from a sort of consumer perceived trade-off between price and quality towards converting them into competitive brands. Some features of PLs are noted that give them the opportunity to become mediators of a new culture of responsible consumption. Multidimensionality and complexity of representing the PL as a sustainability brand are shown, that leads to the need to apply an interdisciplinary approach to research and development of relevant curricula/courses. Understanding the function of a sustainability brand as a mediator of a new culture predetermines the need for a methodological approach based on the highest form of interdisciplinarity, viz. the transdisciplinarity. A conceptual model of sustainability branding for retail chains is presented, which considers additional factors that go beyond the seller-buyer interface: impacts of state and public institutions and consumer brand experiences, mainly accumulated in the respective online brand communities. The persistence of the problem of ensuring the adequacy of the semantic Russian-language terminological system of sustainability branding is emphasized. Possible practical applications of outputs of this work are proposed and directions for further research are outlined.