Economic Analysis: Theory and Practice

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Economic Analysis: Theory and Practice

20(149) – 2009 July

Estimation of investment appeal of alternatives of expansion of the trade mark

Vol. 8, Iss. 20, JULY 2009

Available online: 30 September 2009

Subject Heading: Investment and risks

JEL Classification:

Tabekina O.A. cand. econ. sci., the senior lecturer of faculty of management and marketing, the Nizhniy Novgorod state architecturally-building university

Fedotova O.V. candidate of economic sciences, senior teacher of the chair of management and marketing, Nizhny Novgorod State University of Architecture and Civil Engineering ;

In clause one of the strategy of development of trade marks most widespread now is characterized – strategy of expansion of their borders. Problems of practical realization of the specified strategy that allows to draw a conclusion on necessity of more careful selection of the most perspective directions of expansion of borders of trade marks are noted. Within the limits of given clause the author offers technology of a choice of noted directions. It will allow the company to define the opportunities at development of this or that way of expansion, to estimate a current market situation in each concrete case, to select the variants, giving the maximal financial result in view of its competitive advantages.

Keywords: trade marks, development of trade marks, strategy of expansion of borders of the trade mark, a direction of expansion of borders of the trade mark

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ISSN 2311-8725 (Online)
ISSN 2073-039X (Print)

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