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 IV (#litres_trial_promo)    ,   ,      ,   . 17 (#litres_trial_promo)         McDonalds.  18 (#litres_trial_promo)   ,    Ulta Beauty,     ,   .

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   蠖 . 䠖  ,   ,   ,   .    Apple, ,   ,  .        .     Caterpillar[3 - Caterpillar Inc. ()  ,       . ..], ,    , , , , .

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 ⠖  ,      :    .        2018. Forbes   Apple 182., Google 132., Microsoft 105.[8 - TheWorlds Most Valuable Brands // Forbes, May23, 2018 // forbes.com/powerful-brands/list (http://forbes.com/powerful-brands/list).]   .

  Nestl  7,2.    Starbucks .     Nestl   ,     . Nestl  [9 - Mulier T., Gretler C. Nestl Bets $7 Billion onStarbucks toRevive Coffee Sales // Bloomberg, May7, 2018 // bloombergquint.com/business/nestle-enters-7-2-billion-global-coffee-alliance-with-starbucks#gs.qx=c38M (http://bloombergquint.com/business/nestle-enters-7-2-billion-global-coffee-alliance-with-starbucks#gs.qx%3dc38M).].  - .


  

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    .   -           :        [10 -   ,  .    ꠖ .             -. ꠖ ,    ,     ( ). 렖 ,    ,     ( ). ..].  ,      .    ,   ,      , ,      .   :     [11 - Bakalar N. Ball? Strike? It Depends: Isthe Pitcher anAll-Star? // NewYork Times, July7, 2014 // nytimes.com/2014/07/08/sports/baseball/study-finds-umpires-ball-strike-calls-favor-all-star-pitchers.html (http://nytimes.com/2014/07/08/sports/baseball/study-finds-umpires-ball-strike-calls-favor-all-star-pitchers.html).]. ,    : ,   .   ,     .



  

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   젖      .          ,  ,      Coca-Cola.        젖   . ,    Coca-Cola,     :       [12 - McClure S., Li J., Tomlin D. etal. Neural Correlates toBehavioral Preference forCulturally Familiar Drinks // Neuron. 2004. October. Vol.44. No. 2. Pp. 379387 // sciencedirect.com/science/article/pii/S0896627304006129 (http://sciencedirect.com/science/article/pii/S0896627304006129).].



   

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             .   :    ,    .         .    ,           ,     [13 - Tavassoli N., Sorescu A., Chandy R. Employee-Based Brand Equity: Why Firms with Strong Brands Pay Their Executives Less // Journal ofMarketing Research. 2014. December. Vol.51. No. 6. Pp. 676690.].

,     .    ,   : Apple, Starbucks, Google Amazon        ,       .


  

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  .       120  .      100  .       2617 .  Facebook


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        - ,     ,    蠫 .      Kraft Foods,   , Miracle Whip, Parkay Taco Bell.   ,      (Defending Your Brand: How Smart Companies Use Defensive Strategy toDeal with Competitive Attacks. Palgrave Macmillan, 2012) 蠫  (How toWash aChicken: Mastering theBusiness Presentation. Page Two, 2018).            .





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1.  :    .  


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 Blue Apron ,       .   , ,  ,   ,      .  Blue Apron         :  ,     ,       ,    ,   .        ,              Blue Apron,     (HelloFresh);    (Plated); ,    (Purple Carrot).

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      ,   , ,   ,  .            . ,  Blue Apron    ,     ,       .    ,    ,    (, , ,  ,  )   (,  ). ,   ,   ,   ,    ,    ,     .         : -,        , , ,     ; -,   ,  ,       .

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  ,     ,    .  ()  : ,  ,  .      ,    .       :   ,       (, Tide   ), -    ( Gain   ).    ,       ,    .  ,  Apple   ,    ,   , iPod, iPhone, iPad  Macintosh.   ,   Harrys  ,   ,    (.1.1).






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     ,    ,      .       ,     /   .  ,        . ,   Dos Equis     (   ,  ,   Dos Equis)    34,8%  2007 2015.[22 - Avery T. Jonathan Goldsmith, Dos Equis toPart Ways // dbtechno.com (http://dbtechno.com/). March10, 2016.]



    

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 Bounty ,      ,     ,     ,   .  Bounty       , ,  ,    Bounty   .

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    堖     (-   )     . ,   Extra      ;      , ,  ,        [25 - youtu.be/PeTS0sWFSLE (http://youtu.be/PeTS0sWFSLE). ..].            :     Extra  ,  ,       .      [26 - youtu.be/upsrMt-JMzA (http://youtu.be/upsrMt-JMzA). ..].  ,   Extra   ,   .          .



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   ,        .     Volvo        .   ,      19 ,     ,    .  ,     (  Volvo)    .      Life Paint ,   ,   ;      . Life Paint     Volvo   ,          1000 [27 - Gladstone M., Scoog W. OrBy: How Two Little Words Made Volvos Safety Matter Again // WARc, IPA effectiveness Awards. 2016.].



 

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        ,     . Title Nine     ,      .      .   1990-    ,    ,       ,    Athleta, Lululemon  . ,   Title Nine  ,         .        Title IX (IX) 1972.,         .    ,  :          ,   .    :  ,     ,    ,    [28 - Inthe beginning (n.d.)/ Title Nine web site // titlenine.com/category/company-info/t9-history.do (http://titlenine.com/category/company-info/t9-history.do).].

       ,        . Always       Procter & Gamble.    ( )    ,    .  Always ,       ,   ,        .     :     ,   .    Always      ࠖ        ,   .

  Always,  ,           .      ,       . ,       ,    , ,    .  Patagonia,     ,        .        ,   ,   ;       .    Patagonia       ,      ,    .          ,            .

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 ,       ,      .  Honey Maid Graham   ,      ,     .   Honey Maid   ,      ,  . Honey Maid  ,       ,       .

 ,    ,      Honey Maid  ,   .         .       ,             . Starbucks,    ,   2018.,       [29 - Stewart E. Starbucks Says Everyones aCustomer after Philadelphia Bias Incident // Vox.com (http://vox.com/). 2018. May19 // vox.com/identities/2018/5/19/17372164/starbucks-incident-bias-bathroom-policy-philadelphia (http://vox.com/identities/2018/5/19/17372164/starbucks-incident-bias-bathroom-policy-philadelphia).   5. Vila R., Bharadwaj S. Competing onSocial Purpose // Harvard Business Review. 2017. September October.].     , , 7-Eleven[30 - 7-Eleven    ,  18   . ..] Dunkin[31 - Dunkin  ,   . ..],  ,          .


  

   ,   ,    .        : ,       (). ,  ,     - .

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  ,     , ,      . , Apple       ,       (.1.2, ).    :     ,     (.1.2, ).     ,   Apple Watch     ,       .






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        ,     -   ,  ,       .    2000- Burberry.      ,        ( )   .  ,     ,        ( ) ,     .

        Burberry:      ,      Burberry,   ,       ,    .          Burberry  ,      .   2017.  CEO  ,  Cline,     Burberry  ,  Dior, Herm?s Gucci.  ,     ,              .  Old Navy[32 - Old Navy -   . ..]   ,        .

Old Navy     ,    .   Old Navy     , ,      .      ,   ,     ,  .  ,   ,   ,      Old Navy,    .  Old Navy  蠖   20%  . ,    ,     JcPenney[33 - JcPenney      ,   . ..] Lands End[34 - Lands End     . ..]     ,    .    ,   ,   .

 ,      ,       ,      .       ,    .            .                ,    Aleve.  ,      - ,       ,         Lite Blue Apron. ,    ,       ,    Apple Watch.           .




 ࠖ     .    ,   ,  ,     .  堖   ,    ,    ,   .     ,    ,          .      ,   ,    .     .  ,    ,       .      ,       -  ,       .         ,      .     ,  ,  ,       !



          .   Kellogg    Kellogg      .      Wiley: Kellogg  (Kellogg onBranding, 2005) 蠫Kellogg  (Kellogg onMarketing, 2010).          - .





2.    .  ,  ,  


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 , , ,     , ,    ,    .

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  .


   .

   ,     (https://www.litres.ru/pages/biblio_book/?art=69335173)  .

      Visa, MasterCard, Maestro,    ,   ,     ,  PayPal, WebMoney, ., QIWI ,       .



notes








1





  :   ,  Meta Platforms Inc.,    .




2


CMO Council     ,    .  2001. . ..




3


Caterpillar Inc. ()  ,       . ..




4


   2014,  8 - ,  - .  17  ,  젖 -. ..




5





  :   ,  Meta Platforms Inc.,    .




6


𻠖    ,   .    ,       . ..




7


Save theChildren ( )  ,    . Sierra Club   . ..




8


TheWorlds Most Valuable Brands // Forbes, May23, 2018 // forbes.com/powerful-brands/list (http://forbes.com/powerful-brands/list).




9


Mulier T., Gretler C. Nestl Bets $7 Billion onStarbucks toRevive Coffee Sales // Bloomberg, May7, 2018 // bloombergquint.com/business/nestle-enters-7-2-billion-global-coffee-alliance-with-starbucks#gs.qx=c38M (http://bloombergquint.com/business/nestle-enters-7-2-billion-global-coffee-alliance-with-starbucks#gs.qx%3dc38M).




10


  ,  .    ꠖ .             -. ꠖ ,    ,     ( ). 렖 ,    ,     ( ). ..




11


Bakalar N. Ball? Strike? It Depends: Isthe Pitcher anAll-Star? // NewYork Times, July7, 2014 // nytimes.com/2014/07/08/sports/baseball/study-finds-umpires-ball-strike-calls-favor-all-star-pitchers.html (http://nytimes.com/2014/07/08/sports/baseball/study-finds-umpires-ball-strike-calls-favor-all-star-pitchers.html).




12


McClure S., Li J., Tomlin D. etal. Neural Correlates toBehavioral Preference forCulturally Familiar Drinks // Neuron. 2004. October. Vol.44. No. 2. Pp. 379387 // sciencedirect.com/science/article/pii/S0896627304006129 (http://sciencedirect.com/science/article/pii/S0896627304006129).




13


Tavassoli N., Sorescu A., Chandy R. Employee-Based Brand Equity: Why Firms with Strong Brands Pay Their Executives Less // Journal ofMarketing Research. 2014. December. Vol.51. No. 6. Pp. 676690.




14


Kraft Foods      . ..




15


Chiu M. Taylor Swift Surprises Fan with aSpecial Performance of Blank Space atHis Wedding (andGave Him aHandmade Gift) // People. 2016. June4 // people.com/celebrity/taylor-swift-surprises-fan-at-his-wedding (http://people.com/celebrity/taylor-swift-surprises-fan-at-his-wedding).




16


Zdanowicz C., Grinberg E. Passenger Dragged Off Overbooked United Flight // CNN. 2018. April10 // cnn.com/2017/04/10/travel/passenger-removed-united-flight-trnd/index.html (http://cnn.com/2017/04/10/travel/passenger-removed-united-flight-trnd/index.html).




17


Goldman R., Stine J. Star ofDominos Pizza Gross-Out Video IsSorry // ABC News. 2009. May4 // abcnews.go.com/GMA/Business/story?id=7500551 (http://abcnews.go.com/GMA/Business/story?id%3d7500551).




18


Aslam S. Facebook


 bythe Numbers // Omnicore. 2018. January1 // omnicoreagency.com/facebook-statistics (http://omnicoreagency.com/facebook-statistics).




19


youtu.be/ohRQonYVcpU (http://youtu.be/ohRQonYVcpU). ..




20


youtu.be/zTZaZWkwC6E (http://youtu.be/zTZaZWkwC6E). ..




21


youtu.be/26q6Pi_V6IQ (http://youtu.be/26q6Pi_V6IQ). ..




22


Avery T. Jonathan Goldsmith, Dos Equis toPart Ways // dbtechno.com (http://dbtechno.com/). March10, 2016.




23


  ( 4P)   :  (product),  (price),  (promotion),  (place). ..




24


Scotch-Brite  ,      . ..




25


youtu.be/PeTS0sWFSLE (http://youtu.be/PeTS0sWFSLE). ..




26


youtu.be/upsrMt-JMzA (http://youtu.be/upsrMt-JMzA). ..




27


Gladstone M., Scoog W. OrBy: How Two Little Words Made Volvos Safety Matter Again // WARc, IPA effectiveness Awards. 2016.




28


Inthe beginning (n.d.)/ Title Nine web site // titlenine.com/category/company-info/t9-history.do (http://titlenine.com/category/company-info/t9-history.do).




29


Stewart E. Starbucks Says Everyones aCustomer after Philadelphia Bias Incident // Vox.com (http://vox.com/). 2018. May19 // vox.com/identities/2018/5/19/17372164/starbucks-incident-bias-bathroom-policy-philadelphia (http://vox.com/identities/2018/5/19/17372164/starbucks-incident-bias-bathroom-policy-philadelphia).   5. Vila R., Bharadwaj S. Competing onSocial Purpose // Harvard Business Review. 2017. September October.




30


7-Eleven    ,  18   . ..




31


Dunkin  ,   . ..




32


Old Navy -   . ..




33


JcPenney      ,   . ..




34


Lands End     . ..


