Influence of human capital on the formation of a company brand

Abstract

In the current market conditions, if you want to make your company successful, you need to be able to apply a variety of techniques for research and maintaining success based on the consumers recognition, as well as it is necessary to provide highly competitive advantages of the managing business. In order to get this effect, company has to put a lot of effort. It is proved that the best way to achieve company`s goals and get customers attention is to provide effective brand strategy. A brand can be defined as a set of tangible and intangible attributes designed to create awareness and identity, and to build the reputation of product, service, person, place, or organization. The main goal of branding strategy is to create brands that are differentiated from the competition, thereby reducing the number of substitutes in the marketplace.