ТЕОРЕТИЧНІ АСПЕКТИ БРЕНДИНГУ У МАРКЕТИНГОВІЙ ДІЯЛЬНОСТІ ПІДПРИЄМСТВА

Abstract

The article is devoted to the theoretical aspects of branding in the marketing activities of a modern enterprise, and also the definition of effective marketing tools in its management. Formation of a sales system, realization of marketing activities at the highest level, public service are the tasks that must be performed as a result of the competent marketing policy implementation of any enterprise. However, not all business entities are currently aware of the crucial role of a thorough analysis of the marketing activities of enterprise, which determined the relevance of the topic of this research. It was found that today an extremely important tool of marketing activities is a brand, which both enterprises and consumers attach more and more importance to. Big profits also depend on a well-created brand, because a person will choose those products or services that he knows and trusts. Strong and unique brands, which are reinforced by the support of enthusiastic managers, become the soul and body of modern enterprises. The success and attractiveness of a brand depends precisely on its creators and thus creates a new type of enterprises with competitive advantages, being at the same time driving and powerful forces of business growth. It was found that the main characteristics of enterprise brands are values of goods or services, distinctive features of goods or services, recognition and emotions that are got by buyers from consuming goods or services. The structure of the enterprise's brand is defined, which includes: logo, logo components and color (color gamma). It has been studied that using brand is not always effective. Therefore, it was determined that a unique brand can be used at the enterprise itself, on its own website and social networks, in advertising and informational materials and related products. A properly created brand brings big profits. It is a human need to gravitate towards things that he knows, trusts and wants to own. Strong brands with unique appeal, supported by the enthusiastic managers, become the body and soul of modern enterprises. And the most successful is the brand created for each type of product, which makes it possible to single out a product, which should take a certain position on the market.