Building Brand Platform for the Company in Horeca Sphere (Methodology, Research, Result)

Abstract

The article presents methodology of the Marketing story agency and the author, which includes the algorithm for building brand platform for the promising project of the company in the horeca sphere. It is necessary to specify the notion of the term ‘brand platform’ for the sphere of services and public catering, to identify tasks and functions of using the brand platform in order to shape and maintain competitive advantages and promote the new company on the target market n Moscow. It is characterized as complicated and highly competitive, which explains the need to research thoroughly the sources of competitive advantages of the new project, changing customer requests and the essence of value offered to the market. To substantiate the concept of the brand platform the author proposes a scheme of company new project launch to the market, where the principle role is paid by stages of the research and goal-setting and it can also provide a basis for developing the brand platform. It is considered to form an ideological foundation of company business aimed at shaping and delivering value to customer. The brand platform of a new company can help elaborate a marketing program, which plans in detail and implements steps by elements of the marketing complex and could provide success for new project launch in horeca sphere on highly competitive market of Moscow.