Brand Perception of NMGK Group of Companies

Student: Dovgan Evgeniya

Faculty: Faculty of Management (Nizhny Novgorod)

Educational Programme: Marketing (Master)

Year of Graduation: 2018

The basis of this research is a practical study aimed at analyzing the perception of the corporate brand of NMGK Group of Companies in the home region of Nizhny Novgorod. The relevance of this study is the need to assess the image and perception of the company's brand at the request of its owners, thinking about a possible rebranding and "second wind" for the business of a federal importance. In the modern world, a new era of the "information economy" has begun, which is characterized by the change in the basic sources of livelihood. Previously, these were tangible assets - land, labor, capital, but now in the field of business activities often arise such terms as "intellectual property", "trademarks", "branding" and "brand management".

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