Features of brand management in audit and consulting market

• Main Author: A N Urasova
• Format: Article
• Language: English
• Published: Peoples’ Friendship University of Russia (RUDN University) 2011-12-01
• Series: RUDN Journal of Economics
• Subjects: бренд; инновации; глобальные компании; аудиторско-консалтинговый рынок
• Online Access: http://journals.rudn.ru/economics/article/view/11905

The article considers problems of brand management in audit and consulting companies, it analyses specificity of audit and consulting market in Russia and discloses the causes of global brands' dominance in the Russian market. The article shows how the global companies achieve the competitive advantage due to varied combination of activities. The goals of the article are to adapt the methods of brand management in accordance to features of audit and consulting market and to prove the necessity of innovations in brand management. There were introduced the model of brand management based on innovation approach. The model refers to increase of competitiveness of audit and consulting companies due to coordinated policy of brand management and innovations.