Issue 2, 2012

Starov S. A., Alkanova O. N., Molchanov N. N. Brands, Trademarks and Commercial Symbols as Objects of Company Management

The authors of this article seek to identify the main approaches to defining a brand and branding, and on the basis of the analysis characterize the brand as an object of management and branding as a management process. This article provides a brief description of differences between the concepts of „brand“, „trade name“ and „trademark“, and introduces the authors term „commercial symbol“ that is intended to describe the object of company’s development and management and includes the characteristics of the above three concepts. Keywords: Brand, Branding, Trademark,Commercial Symbol.

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