ОБЗОР И КЛАСИФИКАЦИЯ НА МОДЕЛИ ЗА ИЗГРАЖДАНЕ И УПРАВЛЕНИЕ НА БРАНДОВЕ
AN OVERVIEW AND CLASSIFICATION OF BRAND DEVELOPMENT AND BRAND MANAGEMENT MODELS

Author(s): Stanimir Andonov
Subject(s): Economy
Published by: Бургаски свободен университет
Keywords: Brands; brand management; brand-building models; style and form of branding models
Summary/Abstract: The paper presents popular models for brand planning, building and strategic management. Six of the most popular and common models used in practice are discussed. All branding models are presented as translations of the original figures created by their authors, and as verbal descriptions of their logic and relationships. The models have been classified according to Stephan Sorger’s criteria for the style and form of the models used in marketing. Some conclusions have been made on the similarities and differences between the models discussed and on the current and future challenges facing brand management

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