DOI: 10.33917/es-5.191.2023.138-143

The article dwells on the issues of forming and implementing a brand management strategy, the main stages of its formation are specified and the criteria for effective advertising communications are identified.

References:

1. Borisov B.L. Tekhnologiya reklamy i PR [Advertising Technology and PR]. Moscow, Grand-Fair, 2004, 624 p.

2. Vikent’ev I.L. Priemy reklamy i Public Relations [Advertising Techniques and Public Relations]. Saint Petersburg, Biznes-pressa, 2001, 380 p.

3. Domnin V.N. Brending [Branding]. Moscow, YuRAIT, 2020, 494 p.

4. Dei D. Strategicheskii marketing [Strategic Marketing]. Moscow, Eksmo-Press, 2003, 640 p.

5. Chernatoni L., Makdonal’d M. Brending. Kak sozdat’ moshchnyi brend [Branding. How to Build a Strong Brand]. Moscow, Yuniti-Dana, 2006, 560 p.

DOI: 10.33917/mic-2.109.2023.93-100

In a scientific article, a study was made of the innovative potential of organizations on the example of the largest tour operators of the Republic of Tatarstan. Based on the components of the meso fractal, the EV_A model was built, which allows assessing the degree of readiness for innovative changes and innovative development of tourism companies in the region.

References:

1. Portnov V.V. Controlling as a mechanism for effective management of the investment attractiveness of an industrial enterprise: dissertation … candidate of economic sciences: 08.00.05 / Portnov Viktor Valentinovich. – Nizhny Novgorod, 2011.

2. Zhukovskaya I.V. The specifics of the study of the service market on the example of the Republic of Tatarstan. Microeconomics. 2020;5:93-98. (In Russ.).

3. Ragimkhanov A.V. Synergy effect in the study of the competitiveness of enterprises on the example of the subjects of the tourist destination of the Republic of Tatarstan / A.V. Ragimkhanov, I.V. Zhukovskaya. Microeconomics. 2022;4:80-85. (In Russ.).

4. Svyatokho N.V. Conceptual bases for the study of the tourism potential of the region. Economics and Management. 2007;2:30-36. (In Russ.).

DOI: 10.33917/mic-1.90.2020.57-64

The article discusses certain aspects of the application of the functional model of the product (hydraulic cylinder), built using the functional-cost analysis in the activities of a large machine-building enterprise. The authors of the scientific article calculated the need for materials / components, and also identified the material carrier of functions. The material consumption rate for one hydraulic cylinder is presented, the cost of the product and the feasibility of production are calculated. The authors compared the prices of competitors and found that a machine-building enterprise should produce hydraulic cylinders for both resale and production purposes for military and civilian vehicles. The results of the study can be used in the production activities of industrial enterprises.