Abstract

The article explored the evolution of competitiveness factors and shows the growing role of branding. Summarizes the market trends and complemented the main marketing priorities in today’s environment. It is investigated the nature of the new concepts of marketing, which embodies the various sources of competitiveness of goods. It is defined the place of branding in marketing enterprise system, forms of its integration and its relationship with concepts of marketing.

Keywords: factors of competitiveness, brand, modern marketing concept, marketing system, market trends

Cite as: Ivashova, N. (2011). Place of branding in the modern marketing concept. Marketing and Management of Innovations, 42, 89-97. https://doi.org/10.21272/mmi.2011.4.2-11

This work is licensed under a Creative Commons Attribution 4.0 International License

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