International Accounting

Management accounting: Development of a brand promotion strategy

Vol. 21, Iss. 5, MAY 2018

Received: 21 February 2018

Received in revised form: 30 March 2018

Accepted: 23 April 2018

Available online: 15 May 2018

Subject Heading: Managerial accounting

JEL Classification: М41

Pages: 528–542

Ostaev G.Ya. Izhevsk State Agricultural Academy (Izhevsk SAA), Izhevsk, Udmurt Republic, Russian Federation

ORCID id: not available

Khosiev B.N. Gorsky State Agrarian University (Gorsky SAU), Vladikavkaz, Republic of North Ossetia-Alania, Russian Federation

ORCID id: not available

Subject This article considers the issues of development of measures on management accounting, management and promotion of the trade mark of processing and trading enterprises.
Objectives The article aims to study and substantiate the management aspects of brand development and promotion.
Methods For the study, we used a monographic method, dialectical method, statistical and systems approaches, comparison, and the method of statistical description of economic processes.
Results The article offers certain recommendations to improve the strategy of management accounting on brand promotion in the market of dairy product processing.
Conclusions and Relevance The developed measures will contribute to creating a basis for increasing the competitiveness of any company's brand in the market of dairy product processing. The results of the research can be used by the management accounting of both processing and trading enterprises and any other business entities.

Keywords: management accounting, trademark, brand, strategy, products, processing


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