Choir as A Component of Ukrainian Musical Art Brand: Socio-Cultural Dimension

Abstract

The article examines the problem of forming a choir brand, in which its role in the modern cultural and artistic space of Ukraine is determined. The author emphasizes that the brand of the choir is a socio-cultural phenomenon of modernity, it is not appropriate to give it the status of a commodification of national and world culture, since it acts as its popularizer and even a driver of development. The appropriateness of implementation of branding initiatives by the conductor and choir team is argued with the aim of increasing its level of recognition relative to competitors as well as to expand the geography of potential consumers of cultural and artistic services (audience). For them, the public demand for a cultural and artistic brand acts as a guarantor of a consistently high level of artist performance. At the same time, it is noted that the "branding" of a certain choir naturally increases the level as well as the demandingness of the listening audience, depriving them of the opportunity to make significant mistakes without image and reputational losses. The formation of cultural artistic brands of Ukraine is carried out in accordance with the original provisions of the Asian school of branding, since the priority is to appeal to the level of social recognition of target audience of a higher education institution or even a certain region, in inseparable unity with which the brand positions itself. The loyalty of the target audience to the brand is highlighted on the cognitive and emotional (affective) component with an emphasis on the priority of the latter over the former. Effective ways to increase the level of loyalty of the listening target audience to the choir brand are outlined, among which purposeful work on ensuring its recognition among other choirs due to successful positioning and a clear visual identity occupies a prominent place. The legality of the stated thesis is justified thanks to the analysis of the authentic features of the leading choral collectives of Ukraine, worthy of the status of "national cultural and artistic brand", - the National Merited Academic Chapel "Dumka" and the Grigory Veriovka National Merited Academic Ukrainian Choir of Ukraine. The main stages of strategic planning are clarified as a necessary condition for the successful implementation of branding initiatives by the chorus team. It was found that the brand of the choir performs not only an identification, but also an orientation-imitation function, creating conditions for self-identification of the representatives of the target audience (listeners) through "tangibility" to it.