The role of advertising in the design of the brand CM "Michel"

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Thesis 97 p. Theme: "The role of advertising in the design of the brand CM" Michelle. "
The work was written in 2010.

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Introduction 3
Chapter 1. Theoretical approaches in the design of the brand 6
1.1. Historical background to the emergence of technologies brendbildinga 6
1.2. Communications technology brand management 14
1.3. Designing ways to "brand - a brand." Setting advertising objectives 25
Chapter 2. Analysis of the brand (for example, OOO "SM Michel") 38
2.1. Brief description of the company. Analysis of the industry and competitive advantages 38
2.2. Analysis of technologies in the construction of the brand "CM Michel" 51
2.3. Analysis of TTL-technology in promoting the brand "CM Michel" 56
Chapter 3. Recommendations for improving brand recognition (for example, "CM Michel") 64
3.1. Recommendations for structuring brand portfolio 64
3.2. Recommendations on the main directions of formation of advertising technologies in the construction of 72 brand
3.3. Cost-effectiveness of the proposals 78
Conclusion 86
Bibliography 92
Appendix 97


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