Abstract
The features of the brand formation of an entertainment company with the help of social media are considered on the example of the Jump Town trampoline park in Vladivostok. The study revealed the problem of inconsistency between brand identification (the opinion that the company plans to form in the minds of consumers of its services) and brand image (the existing image of the brand in the minds of consumers). The results of the field study of the formation of the Jump Town trampoline park brand (in the form of a survey) made it possible to assess the formed image of the company at the present time and develop a set of proposals to overcome the gap that has arisen. The presented methodological approach to the development of proposals for the formation of a brand of an entertainment company includes the research process, the structure of the questionnaire and the technology for processing survey results in a static package. The proposed technology for processing survey results in a statistical package makes it possible to test the hypotheses put forward using frequency and factor analysis. The results obtained made it possible to single out three segments of visitors and determine the list of brand attributes that are most important for each of them. The conclusions and results of the study are of practical interest for planning activities to build a brand for an entertainment company
Published Version
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