Development of the concept of a brand of shoes for schoolgirls in ballet style

Abstract

The article shows the importance of brand and consumer communication codes in creating a trademark, logo, designing a retail space and its equipment, creative approach in designing your own brand that meets the stated requirements, finding points of contact with consumers. The first thing a consumer faces when perceiving a new brand is its attributes as a set of communication elements identifying a product or service. The concept of brand attributes can be considered in a narrow and broad sense. In a narrow sense, they include the name, corporate identity and packaging. In a broad sense, brand attributes include such components as advertising messages, media strategies, sales channels, etc. All brand attributes must correspond to its place in the market, which it occupies in relation to competitors, as well as meet customer needs and perceptions. Differentiated positioning, as a rule, is specified and specified according to one of the theses: positioning according to the characteristics of the product (when launching a new product that is functionally different from competitors); according to the benefits; according to the use of the product; by users (market segmentation according to the characteristics of the target audience); by prices; by sales channels; image positioning (giving a new image to the brand). Brand associations, correctly transformed into its attributes, contribute to the formation of the necessary brand image in the mind of the buyer and, as a result, consumer loyalty.