Analysis of categories "brand" and "clientele" of the commercial organization
One of major factors of emergence of new economy were served by change of a role of intangible assets. It is known that in developed countries the most part of a surplus of GDP is provided at the expense of innovations. The basis of considerable number of innovations in the knowledge-intensive sector of industrially developed countries is constituted by intellectual property items. In connection with the developed tendencies in-depth studies of processes of forming of a brand and clientele of the organization are required. On the basis of studying of functional loading of a brand of its valuable structure for target audience communication of a brand of the organization and its clientele is shown. Availability in the scientific environment of practice of substitution of a concept of a clientele is stated by a concept of client base. In some cases authors mean physical accumulating of clients and only sometimes consider potentially possible. In this article it is offered to treat a clientele as system of relations of the organization and a cumulative circle of clients which is based on fundamental human values, it is shown in the form of network and provides the organizations the supporting effect.