Methodological framework for integrated business structures branding development in Ukraine

Ganushchak–Efimenko, Lyudmila; Щербак, В. Г.; Nifatova, Оlena; Kolodiziev, Oleh; Rębilas, Rafał

doi:10.21511/im.15(2).2019.02

Cited by 4 publications

(3 citation statements)

References 17 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…At the third stage of the positioning concept evolution, key aspects are built in the framework of the brand management concept [1,4]. Unlike John Francis Trout, representatives of this stage focus on emotional benefits as one of the most powerful bases for product differentiation, and within this direction, the key components of brand positioning, such as identity elements, value proposition, brand-communications, and advantages highlighted and developed.…”

Section: The Genesis Of the Approaches To The Market Positioning Stramentioning

confidence: 99%

“…In foreign and domestic scientific literature, some problems of price positioning of transnational corporations considered many authors [1][2][3][4][5][6][7][8][9][10]. In these works, the definitions of the key concepts of strategic management that form the basis of the positioning concept are given: 1) positioning related to the long-term strategy of the company since it takes time to create the desired position; 2) positioning occurring in the minds of consumers; 3) positioning based on obtaining the benefit; 4) the product's position in the mind of one buyer may differ from the same product's position in the mind of another buyer.…”

Section: Introductionmentioning

confidence: 99%

See 1 more Smart Citation

Assortment Portfolio Price Positioning of a Transnational Corporation in the Ukrainian Market

et al. 2019

View full text Add to dashboard Cite

The paper deals with the critical stages of the evolution of theoretical approaches to the positioning strategies content. On this basis, the key approaches to the market positioning processes management formulated. The correlation between the concept of creating consumer value and the price positioning strategy proved. The algorithm of the process of forming and implementing the strategy of assortment portfolio price positioning of a transnational corporation on the Ukrainian market proposed.

show abstract

Section: The Genesis Of the Approaches To The Market Positioning Stramentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Assortment Portfolio Price Positioning of a Transnational Corporation in the Ukrainian Market

et al. 2019

View full text Add to dashboard Cite

show abstract

“…The concept of brand strength is defined by many authors as a measure of its ability to dominate in this category of products (or circles of enterprises) [1,2]; the level of brand popularity with the buyer [4,6]. Regarding the rational feature, the strength of the brand is proposed to determine such characteristics as sales, which affects the value of the enterprise [3], business diversification (or products) [8,9], profitability [6,7], price [7]. It is proposed to use the rationalist component as a basis for the image and use it to classify business entities [10].…”

Section: Analysis Of Publicationsmentioning

confidence: 99%

Brand Strength Based on Realistic and Emotional Features and Strategy of Managing It

Iastremska

2021

ITSSI

View full text Add to dashboard Cite

The article is devoted to the study of the definition of the strength of the brand by its main features: objective, characterizing the realistic benefits of using the brand, such as profit, cost savings, etc., and subjective, which characterizes the emotional satisfaction of the use of products of a particular brand or cooperation with an enterprise, which consists in the attractiveness of the brand. The purpose of the article is to develop proposals from: determining the strength of the brand's influence by realistic and emotional features, identifying strategies for managing it. The object is the process of brand management of products or enterprises. The subject is theoretical provisions, methodological approaches, methods for determining the strength of the brand on its main features and the formation of management strategies. Methods. Theoretical and practical analysis of works of branding specialists proved the need to use the following methods of research: monographic, analysis and synthesis, structural-logical method, system approach, theoretical generalization, expert methods, correlation-regression analysis. The results are as follows: the differences between the strength and value of the brand, generalized understanding of realistic and emotional components of the brand, offered indicators of their measurement - on a realistic basis by a three-factor model of transformation of brand strength into additional financial flows, emotionally - based on the developed questionnaire, that is, using expert methods, proposed a matrix of brand strength on these features and positioned brand management strategies in accordance with the essence and meaningful load. The main results of the research are proposals for assessing the strength of the brand on the basis of objective and subjective characteristics and their use to build a matrix of positioning strategies for brand management. As the main strategies of brand management it is offered to use the following: strategy of donation, and stratification of the general brand, strategy-aspiration to leadership at use of the strong points and opportunities, exclusive advantages, combining them with own possibilities, strategy of maximization of dominance in the market strengthening the basic direction of innovation, niche strategy - financing specific innovation proposals for target segments of the consumer market, strategy of flank attack to increase cash flows, market exit strategy, strategy of careful promotion, flank donation, donor strategy, attention is paid to the needs of the target audience of consumers in the market for products. The existence of a correlation between the rationalist and emotional characteristics of the brand is proved. Conclusions: brand strength and strategy should be formed on the basis of both realistic and emotional features.

show abstract

Application of Competitive Marketing Strategies in Brand Management

Liang

Prokopenko

VOVCHOK

2021

mng

View full text Add to dashboard Cite

Introduction. Against the background of marketing and globalization of higher education, many organizations and enterprises not only face stiff competition and quality problems in the market. Despite all the current challenges, they need to implement brand management tools. The urgent task for universities was how to apply the brand's marketing strategy to the brand management of universities, implement the optimal distribution of tangible and intangible resources, create a good brand image, expand popularity and reputation and gain competitive advantage.The hypothesis of scientific research is that for the formation of an effective brand it is necessary to use the tools of strategic marketing.The aim is to study the theoretical and methodological foundations of brand formation in educational institutions using modern competitive marketing strategies.The research methodology is a comparative analysis to reflect trends in the development of the brand of education; systematization and classification – for the classification of structural elements of the object of study; system approach – for the formation of theoretical foundations of regulation of brand management processes.Results. Based on the law on higher education and reliance on the mechanism and legislation of the market, this article examines brand management and argues that university brands should be optimized, coordinated and integrated to take full advantage of internal and external resources. It is necessary to strengthen the concept of brand management, explain the position of the university brand, create a strong university brand, strengthen the dominant university brand, create a crisis management system for university brands, increase the basic competitiveness of universities and gain greater benefits.Conclusions. University brand management should be based on the marketing strategy of enterprise brands, make full use of their own resources, strengthen the concept of brand management, determine the position of the university brand and create a strong university brand. universities, the university brand is undoubtedly a dazzling edge of the sword.

show abstract

Methodological framework for integrated business structures branding development in Ukraine

Cited by 4 publications

References 17 publications

Assortment Portfolio Price Positioning of a Transnational Corporation in the Ukrainian Market

Assortment Portfolio Price Positioning of a Transnational Corporation in the Ukrainian Market

Brand Strength Based on Realistic and Emotional Features and Strategy of Managing It

Application of Competitive Marketing Strategies in Brand Management

Contact Info

Product

Resources

About