BRAND COMMUNICATION AS A SOCIAL PHENOMENON

Abstract

Social conditionality of the object interaction, its emotional evaluation, as well as the motivation for further interaction with respect to the brand, to the change or the static behaviour is a pattern for brand communication. Brand communication has a number of features indicating its autonomy, complexity and versatility. The brand is a factor in consumer behaviour management, whose behavioural res­ponses are quite diverse and shaped by the social factors influence, the detection and taking into consideration of which affects the authenticity of the brand communication predicted effects. The most important feature of the brand is its psychology, although all marketing processes are aimed at its creation and development. When promoting the brand the expediency of integrated marketing communications is determined by the fact that the only advertising communications usage is not the main source of its meanings formation. In the vast majority of cases, modern brand communication can be characterized as integrated one. Since the effectiveness of brand management activities depends on the complex of integrated marketing communications, thus collectively providing a synergetic effect of brand communication. In the sphere of higher education the brand itself becomes a pledge of market competition power of higher education services, as choosing the university applicants in their choice mainly aim at the brand, reputation and image components of the higher educational establishment. Brand communication is a social phenomenon, which includes advertising communications, that forms a desire to buy. Its effectiveness is achieved through advertising. Brand communication is a process of psychological impact on the communicator and the recipient, based on the mechanism of various social groups representatives’ persuasion. Reasoning from the provision that brand communication is a social phenomenon, the brand is the image of a social object which occurs as a reaction to encouragement in the process of communicative interaction.