Authors

Chernakova Natalia V.
BRAND MANAGEMENT WHEN STARTING A NEW PRODUCT FOR REGIONAL MARKET

Architecton: Proceedings of Higher Education №4 (44) December, 2013

The article raises the issues of strategy for promoting famous brands in new contexts using, as an example, a premium product, a Luis Vuitton man's watch. The author reviews the strengths and weaknesses of the brand, its positioning on the market, compares sales markets, consumer perception in different countries, and the frequently used toolkit of brand management. Ways to deal with failures in advertising are proposed.