employee from 01.01.2018 until now
Russian Federation
graduate student
The relevance of the study is driven by the lack of a unified approach to distinguishing the concepts of “brand” and “trademark” in modern marketing theory and practice, which leads to terminological ambiguity and complicates the management of intangible assets. The aim of the paper is to systematize existing approaches to the correlation of these categories and to substantiate the author’s model for differentiating them. The methodological framework includes analysis and synthesis of domestic and foreign scientific publications, as well as a comparative analysis of the legal, marketing, and sociocultural aspects of the phenomena under study. As a result, three key approaches to the relationship between the concepts are identified, and a three-level hierarchical model - “trademark - trade mark - brand” - is proposed, which distinguishes between the legal, marketing, and value-symbolic levels of management.
brand, trademark, trade mark, branding, brand identity, marketing communications
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