No abstract

Р е д а к ц и я к е ң е с і: Молдова Республикасының ҰҒА академигі Белостечник Г. (Молдова); Əзірбайжан ҰҒА академигі Велиханлы Н. (Азербайджан); Тəжікстан ҰҒА академигі Назаров Т.Н. (Тəжікстан); Молдова Республикасының ҰҒА академигі Рошка А. (Молдова); Молдова Республикасының ҰҒА академигі Руснак Г. (Молдова); Əзірбайжан ҰҒА корр. мүшесі Мурадов Ш. (Əзірбайжан); Əзірбайжан ҰҒА корр. мүшесі Сафарова З. (Əзірбайжан); э. ғ. д., проф. Василенко В.Н. (Украина); заң ғ. докт., проф. Устименко В.А. (Украина) «Қазақстан Республикасы Ұлттық ғылым академиясының Хабарлары. Қоғамдық жəне гуманитарлық ғылымдар сериясы».

The article deals with the problems of brand formation and promotion. The value base of the brand is defined and the conditions for creating a successful brand are presented. In modern conditions of brand promotion and development, the formation of a positive attitude to it is the key to success and a working marketing move. The consumer's attitude to the product, satisfaction with its quality and service level determine the demand for the product and the concept of the company's work. The paper describes in detail the following aspects of brand management: brand creation, brand image and corporate identity, brand architecture and brand development strategies, methods of brand promotion and features of Internet branding. It is proposed to consider the need to form a brand as a foundation, a key element of effective business development. At the moment, business representatives devote little time to the formation of their company's brand. After all, brand promotion implies a continuous process of its promotion, which requires constantly new unique ideas in the marketing creative strategy. A modern set of measures aimed at forming a holistic and popular image of the company, its services or products by customers is defined. In a simpler sense, this is the management of a brand and its reputation. It is noted that the strategic prospects of the company depend on the skillful development and promotion of the brand, that the formation and promotion of the company's brand is the highest level of marketing activity.