Нечіткі технології в бренд-менеджменті

Abstract

Brand-management processes are tied with uncertainty of various natures, due to the difficulty of predict ing the reaction of a large people group. One of the most effective tools for modeling humanistic systems under uncertainty is fuzzy techniques. The paper reviews the use of various fuzzy techniques for solving practical problems of assessment, modeling, clustering, and optimization, which aroused at different stages of the brand life cycle. Despite the advantages of fuzzy techniques for uncertain source information processing, in the practice of brand -management they are used in a few cases.