STRATEGIC BRAND PORTFOLIO MANAGEMENT

In the past twenty years or so, three approaches to brand portfolio management strategies have emerged. The first approach is marketing. This associated with building a corporate portfolio. goal increase diversified cash flows by entering new market segments. second related competitive strategy of enterprise. A false intellectual property applications being created. Competitors are expected spend resources in retaliation. third formation dynamic for investment management. Due complex structure modern global financial market, heterogeneous available instruments and traders using different time horizons, forecasts, as rule, require large number observations, work poorly vicinity bifurcations do not computer model that could build forecasts real time. such structures, slow diffusion-type processes phenomenon memory arise, is, non-Markov processes. Moreover, structures can fractal properties. this work, it seems us, step has been taken "synthetic" asset By analyzing data scientific literature, mathematical strategic proposed. view above, form differential equation fractional derivatives. connection risk analysis, two models entropy also considered - Kolmogorov-Sinai Shannon entropy.