ENHANCING GOODWILL POTENTIAL WITH BRAND MANAGEMENT TOOLS
نویسندگان
چکیده
The emergence of goodwill in the process doing business is due to nature interaction enterprise resources with environmental factors. On basis research, it proved that a competent correlation approaches managing elements macro- and microenvironment enterprise, understanding specific features creating taking into account scope activity, will receive number advantages. Firstly, creation additional value company, secondly - possibility obtaining excess profits (that is, exceeding industry average) and, thirdly, favorable prospects prerequisites for development. analysis most popular formulations concept “goodwill” used Russian foreign practice carried out. According its results, concluded this term equated "business reputation". article presents an attempt streamline key aspects brand management within framework studied models reputation management. From review modern relevant assessment company's reputation, relationship main criteria assessing results shown. A logical chain potential formation has been built, based on emotional involvement customers. Based focus groups, criterion “emotional comfort” was proposed evaluation coefficients characterizing level comfort customers were developed. actual metrics are revealed, allowing diagnose influence development complex model tools growth potential.
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ژورنال
عنوان ژورنال: ??????? ??????????? ????????????
سال: 2021
ISSN: ['2413-2489', '2412-9518']
DOI: https://doi.org/10.35634/2412-9593-2021-31-6-1024-1031