Брендинг як сучасна маркетингова технологія

Abstract

Розглянуто основні етапи створення бренду як сучасної маркетингової технології. Запропоновано модель розроблення назви бренду. Визначено структуру внутрішніх та зовнішніх маркетингових інтелектуальних активів підприємства, які лежать в основі створення бренду. Ґрунтуючись на моделі 4D-брендингу Т. Геда, запропоновано модель "п’ятивимірного внутрішнього бренду-5D", додавши до відомих складових бренду вимір HR-бренду.

In a post-industrial society, sustainable and long-term competitive advantages are formed on the basis of intangible assets which create unique competitive advantages that determine the uniqueness of the enterprise in a competitive environment and generate additional consumer value for goods and services. Brand is one of these unique enterprise assets. Brand in marketing is not only a modern marketing technology for product promotion. Branding can be a universal tool for managing the corporation, distributors, dealers, suppliers, customers, and investors. Being introduced into all spheres of business activities of the enterprise, the brand becomes the basis of strategic management and a prerequisite for the creation of innovative projects, forms the corporate culture of the company. According to researches, enterprises with a stable brand cost 50 % more than others without it, own 40 % more of the market due to the development of internal and external communications, are characterized by 30 % more employee loyalty and save 1.5 times on incentive payments. The article defines the essence and main stages of the brand as a modern marketing technology. The process of creating a brand can be divided into two stages: the definition of the appeal, which the manufacturer or the intermediary wants to transfer to the target audience, and the conversion of the appeal to the form of commercial name. The brand name design model is proposed. The structure of internal and external marketing intellectual assets of the enterprise, which underlie the creation of a brand, is determined. Based on the model of 4D-branding by T. Gad, the model of "five-dimensional internal brand-5D" is proposed, adding to the known brand components the dimension of the HR-brand