An Approach for Forming the Brand Communication Strategy

Dimitrakieva Svetlana
Additional contact information
Dimitrakieva Svetlana: Nikola Vaptsarov Naval Academy, Varna, Bulgaria

Constanta Maritime University Annals, 2014, vol. 22, issue 2, 139-144

Abstract: In contemporary conditions many companies are striving to develop strong brands. This gives them opportunity to win the consumers trust, to differentiate themselves from competitors and to provide additional profit. Prerequisite for brand influence of the organization on market success are its basic functions, which are implemented in the process of the brand interaction with the consumers. Its communication strategy has an important role in this process. This article is dedicated to the analysis of this topic. In the paper is clarified the brand essence and its place in the market strategy of the business organization. It is pointed out that the brand contents are based on two components: on the process of formation of the symbol of the brand and on the system of consumer relations with the brand. In this connection the communication strategy is determined as brand leading component. The main principles, to which the strategy has to meet, are pointed out and its basic elements are examined.

JEL-codes: R0 (search for similar items in EconPapers)
Date: 2014
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://cmu-edu.eu/RePEc/cmc/annals/139-v22.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:cmc:annals:v:22:y:2014:i:2:p:139-144

Access Statistics for this article

More articles in Constanta Maritime University Annals from Constanta Maritime University
Bibliographic data for series maintained by Georgiana Buzu ( this e-mail address is bad, please contact ).