Development of branding in modern conditions of management

Abstract

At present, there is a steady development of the information and globalization market as a complete system of economic, organizational and legal relations for the development, implementation, sale and purchase of information resources, technologies, goods and services. This is due to the formation of the information society and the development of the information economy as a whole.
 It should be noted that such changes in the economy and society make it possible to create new trends in the development of information and communication technologies. In such economic conditions, information becomes a special resource and occupies an important place in the system of ensuring the competitiveness of modern business. Such competitive trends in business have led to the need to promote your product through a specific media environment.
 In this work, the problem is revealed in the need for domestic companies to integrate into the world consumer markets and promote the image of both their own brand and the image of Ukraine. One of the main barriers along this path is the lack of awareness of the quality of goods and services offered by Ukrainian companies to consumers in other countries. Free trade agreements with the European Union, Canada and other countries can be a powerful impetus for these processes. The experience of implementing advanced branding strategies should be transferred by domestic companies to foreign markets, taking into account all the peculiarities in order to achieve high socio-economic results.
 Each brand has certain attributes - packaging, advertising, logos, titles and slogans, functional or emotional associations, assigned to the brand by buyers and potential customers. Brand attributes can be both positive and negative, can have different strengths and importance for different market segments. Any brand has a main, basic characteristic that defines its essence.
 Personal value in branding is not just one of the parameters that should be taken into account when developing a brand, it is a basic part of the concept of brand, it is the foundation of the concept of brand, it is the only component that leads the brand to a cherished purpose - to enter the inner world human in the right quality in the right place
 The value generated by the brand and the basis for its choice and consumption is created by the manufacturer by building and maintaining a consistent system of codes and symbols. A brand in the modern sense is a complex organism, a strategic tool of a sales promotion company. Fine-tuning the brand at every stage of its creation, focusing the whole system on the primary idea, actively using consumer research results are able to ensure the brand has a seamless existence for the foreseeable future.