Brand-Management in the Innovation-Oriented Companies

Authors

  • Николай Николаевич Молчанов St. Petersburg State University, 7–9, Universitetskaya nab., St. Petersburg, 199034, Russian Federation https://orcid.org/0000-0003-2571-1493
  • Денис Александрович Самоделов St. Petersburg State University, 7–9, Universitetskaya nab., St. Petersburg, 199034, Russian Federation

Abstract

Article is devoted to the branding of innovation-oriented companies. The authors offer a new concept in branding — commercial symbols, and systemic view on branding objects when using of new branding concept is done. This allows avoiding using the terms “brand” and “trademark” in the situations where it is absolutely wrong. With the introduction of commercial symbols, usage of technologies such as smells, musical phrases, three-dimensional forms, etc. for branding is explained. Analysis of branding importance for innovation-oriented companies is done. Specifi city of branding tools for high-tech firms is shown. Depending on the level of firm’s innovation activity and its competitive position, four brand strategies of innovation companies are distinguished: survival, reinforcement, breakthrough, long-term leadership.

Keywords:

commercial symbol, branding, brand, brand management,, innovation-oriented company, brand strategy, employer branding, inbranding, product placement, innovation, barriers for innovation perception

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Author Biographies

Николай Николаевич Молчанов, St. Petersburg State University, 7–9, Universitetskaya nab., St. Petersburg, 199034, Russian Federation

Doctor of Economics, Professor

Денис Александрович Самоделов, St. Petersburg State University, 7–9, Universitetskaya nab., St. Petersburg, 199034, Russian Federation

Post-graduate Student

References

Литература на русском языке


References in Latin Alphabet

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Translation of references in Russian into English

Anan’eva T. Marketingovye kommunikatsii. 2010. N 6, pp.34–53.

Andreev A.V. Vneshneekonomicheskii biulleten’. 2002. N 9, pp.72–85.

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Aaker D., Iokhimshtailer E. Brend-liderstvo: novaia kontseptsiia brendinga (Brand Leadership: a new concept of branding). Moscow, 2003. 380 p.

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Devis S.M. Upravlenie aktivami torgovoi marki (Asset management brand). St Petersburg: Piter, 2001. 272 p.

Benett P. Glossary of marketing terms: 2d ed. Chicago, 1995. 21 p.

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Вестник Санкт-Петербургского университета. Серия 5. Экономика. 2013. Вып. 1

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Published

2013-03-29

How to Cite

Молчанов, Н. Н., & Самоделов, Д. А. (2013). Brand-Management in the Innovation-Oriented Companies. St Petersburg University Journal of Economic Studies, (1), 121–131. Retrieved from https://economicsjournal.spbu.ru/article/view/2120

Issue

No. 1 (2013)

Section

Theory and Practice of Management

License

Articles of the St Petersburg University Journal of Economic Studies are open access distributed under the terms of the License Agreement with Saint Petersburg State University, which permits to the authors unrestricted distribution and self-archiving free of charge.

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