ARCHITECTURE CONSTRUCTION BRAND WHOLE

Dolgikh Uliana O. ()
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Dolgikh Uliana O.: St. Petersburg State University

Annals of marketing-mba, 2016, vol. 3

Abstract: Today brands receive more and more force and influences on society therefore each producer aims to create a powerful brand for the goods or service. In article, factors of successful brand creation in the conditions of the modern competition are analyzed. Step by step, brand components reveal, each of which requires attention and careful development. Process of interaction, communication with the consumer as the impersonal brand is not enough today to whom it is interesting and doomed to fast death is especially noted, and selfish nature of the person requires the personal address. The brand represents some kind of choice euphemism, to be exact its patronage thanks to which the consumer is not lost among falls of offers. The brand helps to survive that is why both goods and services need one, however its branding processes differ. As separate aspect, the paper studies features of creation of a service brand with the emphasis on the quality characteristic. The brand represents the mental design existing in consciousness of people, but it can arise only due to a complex number of actions in real life. The brand is beyond a simple advertising, it is necessary for it, but is not synonymous. The goods need a brand for the sake of unique representation, as well as own identification, and the brand for the sake of saving of time is necessary for the consumer. Creation of a brand is an integral part of representation of goods to the world, ignoring which the producer is doomed to a failure.

Keywords: brand; positioning; advertising; communication channels; city image; brand power. (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2016
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