КОНЦЕПТУАЛЬНЫЕ ОСНОВЫ РАЗВИТИЯ ТАРГЕТИРОВАНИЯ В СИСТЕМЫ ПОЗИЦИОНИРОВАНИЯ И РЫНОЧНОГО ПРОДВИЖЕНИЯ ТОВАРНЫХ МАРОК

Abstract

The issues of targeting development are especially relevant and timely for enterprises of the Donetsk People’s Republic, which actively develop, position and promote trademarks of their own and domestic production. The strategy for the development of trademarks of the Donetsk People’s Republic of its own production is a priority at the stage of integration into the economic space of the Russian Federation, which is currently being implemented on a large scale, according to the national strategic vectors of the country’s economic development. Marketing technologies in positioning create conditions for the promotion of goods and brands, while emphasizing its distinctive features, pointing to competitive advantages, creating an individual image, providing an opportunity to form a personalized approach when performing the process of positioning and promoting trademarks. The author’s vision of the terms “positioning”, “promotion”, “trademark” is systematized in order to identify common characteristics of definitions and patterns of their common points of contact. The directions of positioning development in the promotion of trademarks are visually presented, the presentation of which will allow you to see the characteristic features of the development and improvement of this marketing tool, which will be important for the further development of the conceptual foundations for the development of targeting in the positioning system and market promotion of trademarks.