The impact of branding on the development of small innovative companies

Demakova D.A.1, Tolstopyatova A.A.1
1 Санкт-Петербургский национальный исследовательский университет информационных технологий, механики и оптики, Russia

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Journal paper

Russian Journal of Innovation Economics (РИНЦ, ВАК)
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Volume 9, Number 4 (October-December 2019)

Citation:

Demakova, D. A., & Tolstopyatova, A. A. (2019). The impact of branding on the development of small innovative companies. Russian Journal of Innovation Economics, 9(4), 1535-1542. https://doi.org/10.18334/vinec.9.4.41438

Indexed in Russian Science Citation Index: https://elibrary.ru/item.asp?id=42555589
Cited: 3 by 24.01.2023

Abstract:
The article deals with the concept of branding, formulated its definition, the main stages of creation. The main mistakes in creating a brand for small businesses are revealed. The influence of branding on small innovative enterprises in Russia is analyzed. An example of a company with a successfully developed brand is given.

Keywords: branding, small innovative enterprise, innovation, strategy, brand, development, rating

JEL-classification: M31, O32, O33, L26

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Face Pr-агентство. Продвижение брендаWww.faceagency.com. Retrieved June 15, 2019, from http://www.faceagency.com.ua/prodvizhenie-brenda/
KOLORO brand design. Брендинг (разработка бренда)Koloro.ua. Retrieved June 15, 2019, from https://koloro.ua/brending.html.
Брендинг сегодня: кризис пройдет, а бренд останетсяWww.ihsbm.ru. (in Russian). Retrieved June 10, 2019, from https://www.ihsbm.ru/ihsbm/article/branding_today
Веприк О.М. «Торговая марка», «брэнд» и «товарный знак»Cyberleninka.ru. Retrieved June 10, 2019, from https://cyberleninka.ru/article/n/torgovaya-marka-brend-i-tovarnyy-znak
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Научная компания СплитSplit-k.com. (in Russian). Retrieved June 15, 2019, from http://split-k.com/
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Сколько стартапу вкладывать в брендинг? Исследование цен брендинговых агенствWww.computerra.ru. Retrieved June 15, 2019, from https://www.computerra.ru/183774/skolko-startapu-vkladyivat-v-brending-issledovanie-tsen-brendingovyih-agentstv/
Создаем бренд, а не бредPsycho.ru. (in Russian). Retrieved June 15, 2019, from https://psycho.ru/library/1940

Смотрите также:

   Anthroponimic brand as a result of branding personification tendency (Ковтунов А.Ф.) Creative Economy. Num. 7 / 2011

   Territorial branding efficiency assessment (Никифорова Г.Ю.) Creative Economy. Num. 10 / 2011

   Development of methodical approaches to evaluation of branding efficiency (Окольнишникова И.Ю.) Creative Economy. Num. 1 / 2011

  System innovation as the basis of territorial marketing and branding (Савельев Ю.В.) Creative Economy. Num. 1 / 2010

   Development of Co-branding Project Positioning Concept (Подоляк И.Д.) Creative Economy. Num. 10 / 2012

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