Economic Bulletin of the National Mining University

 

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Article

Issue:2020 №1 (69)
Section:Marketing
UDK:339.138
DOI:https://doi.org/10.33271/ev/69.187
Article language:Ukrainian
Pages:187-196
Title:Influence of the brand attributes on the formation of its target image under new market and technological conditions
Author:Yatsentyuk S. V., Dnipro University of Technology
Annotation:Methods. The results were obtained through the application of the following methods: abstraction – in determining the essence of the category «rand image» and relevant key brand attributes; standard methods of marketing research – when diagnosing the influence of brand attributes on the process of creating the target market «brand image», which is necessary and planned to form the brand’s sponsors with its owners and managers; methods of critical analysis of branding practice in terms of organization and development of key brand attributes in the conditions of permanent changes; Gap method of brand gap analysis based on the logical chains of brand attributes Results. The relevance and importance of the key attributes of the brand in the process of implementing the goals and objectives of branding the company to form the necessary target «brand image» has been proved. The conclusions were made on the basis of the analysis of the practical marketing activities of enterprises in the field of brand management, the practice of global branding in terms of organizing and developing key brand attributes and their perception by the target audience in modern conditions of permanent changes, restructuring the format of the public communications system, modernizing and the emergence of new consumer trends, the fast dynamics and preferences of new generations of stakeholder brands. The essence and significance of the main components of the branding strategy were formulated, which are implemented in practical brand management when forming the sponsors-planned «brand position» in order to achieve the target «brand image». It is proved, that the «brand image», or its market «position», is a reflected result of its perception by the market stakeholders of the brand, and, accordingly, requires the brand sponsors to constantly monitor key brand attributes from the point of view of its target audience and quickly adapt its own implementation practice of branding strategies. Novelty. To create an effective quick response system and adapt the branding strategy to changes in the perception of the brand by market stakeholders, it is proposed to use the «Brand Gap» management method as an effective tool to support competitive brand management of the enterprise and as a basic approach to determine the real directions and indicators of operational monitoring of relevance and the correspondence of key brand attributes in the process of organizing and implementing the target «brand image» in the market. Practical value. The practical recommendations were given on organizing a system for continuous monitoring of key brand attributes in terms of its target audience and quick adaptation of its own practice of branding strategy implementation. The key steps necessary for the formation of an effective Gap – brand break management system were presented. 
Keywords:Brand, Key attributes of the brand, Enterprise brand-management, Branding, Target audience of the brand, Brand positioning, Target image of the brand, «Brand Gap»
File of the article:EV20201_187-196.pdf
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