文章基本信息

标题：The Formation of the Company’s Brand: Factors of Influence and Peculiarities
其他标题：Формування бренда підприємства: фактори впливу та особливості
本地全文：下载
作者：Saliuk Anton P ; Kholodnyi Hennadii O
期刊名称：Bìznes Inform
印刷版ISSN：2222-4459
电子版ISSN：2311-116X
出版年度：2018
期号：9
语种：English
出版社：Research Centre of Industrial Problems of Development of NAS of Ukraine
摘要：The article considers issues of formation of brand of enterprise through the prism of defining the factors influencing this process. The emphasis is placed on the consumer,which is the main goal and around which the marketing strategy concerning the brand is to be built. The branding factors are systematized in two groups: those that are directly dependent on enterprise (subjective),and those on which it can not affect (objective). The general and concrete weight of each of these factors in the process of evolution of a trade mark is defined. The irrational loyalty,which is the result of synergy of subjective-objective factors and represents a weighty element of this system,influencing the consumer’s adherence to a brand,even in crisis periods,is separately indicated. According to the results of the analysis,the optimal set of the main factors is determined and the necessity of increased attention to them by the companies-owners of brands or those who aspire to this status world-wide and,specially,in Ukraine is noted.
其他摘要：У статті розглянуто питання формування бренда підприємства через призму визначення факторів,які впливають на цей процес. Зроблено акцент на споживачеві,який є головною ціллю та навколо якого будується маркетингова стратегія щодо бренда. Брендоутворюючі фа
关键词：brand;trade mark;brand management;process of brand creation.
其他关键词：бренд;торгова марка;бренд-менеджмент;процес створення бренда.