scholarly journals FEATURES OF BRAND FORMATION AND PROMOTION AS A KEY ELEMENT OF BUSINESS DEVELOPMENT

2021 ◽  
Author(s):  
Gulaim Tlepova ◽  
Aizada Zinullina
Keyword(s):  
Brand Management ◽  
Continuous Process ◽  
Service Level ◽  
Corporate Identity ◽  
Business Development ◽  
Creative Strategy ◽  
Brand Development ◽  
Brand Promotion ◽  
The Moment ◽  
Popular Image

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.

scholarly journals Comparative analysis of brand management strategies

2021 ◽  
Vol 83 (1) ◽  
pp. 343-352
Author(s):  
Y. O. Lyashchuk ◽  
O. V. Platonova
Keyword(s):  
Brand Management ◽  
Positive Impact ◽  
Management Strategies ◽  
Brand Strategy ◽  
Promotion Strategy ◽  
Emotional Connection ◽  
Positioning Strategy ◽  
Brand Development ◽  
The Face ◽  
Brand Promotion

The article presents the results of the analysis of three main strategies included in the brand management system. Brand management involves the development of a long-term plan that describes in detail the formation of strategic images and brand image, the expected dynamics of its brand development, and the response to changes in the external environment, market and consumer perceptions. Management strategies are used to achieve key brand development goals. First of all, branded products must be unique and differ favorably from competitors' products, which today is quite difficult in the context of globalization. Strategic brand management allows you to solve this problem by analyzing the market situation and using unusual methods to attract the attention of consumers. In order to increase the value of the product, it is necessary to build an emotional and trusting connection with the contact audience. A finely built emotional connection allows you to find a client who is not only suitable for the product, but also who will recommend it to his closest environment. When branding creates an emotional connection with customers, it allows you to increase market share, get more value for money, and grow your brand. In the face of tough competition in today's markets, it is very difficult for new brands to occupy a profitable niche. But it is worth remembering that the promoted brands gained popularity thanks to certain strategies that will be very effective today. Brand management includes three, interconnected in a single complex, strategies: brand promotion strategy, brand advertising strategy and brand positioning strategy. Many businesses and organizations, while recognizing the value and positive impact of a strong brand on sales, are rather vague about their brand strategy and future development. It is worth remembering that strategic brand management is necessary not only when a new brand is being created, but also in those cases when it is necessary to revive or renew an existing trademark.

scholarly journals Mathematical model of the dynamics of business development

2020 ◽  
pp. 18-34
Author(s):  
Alexander Sklyar
Keyword(s):  
Differential Equation ◽  
Business Development ◽  
Economic Behavior ◽  
Model Data ◽  
Political Factors ◽  
Noise Component ◽  
The Moment ◽  
Actual Return ◽  
Investment Process ◽  
Production Capacities

The subject of this research is the model of business development that describes the dependence of ongoing volume of production from previous investments and intensity of wear of production capacities. The investment process is characterized by a delay between the moment of investment, actual return and its continuation, gradual decrease in the level of return, and discreetness of investments. In the process of modeling, discrete investment were replaced by an integral, which leads to integral-differential equation, and in terms of facile assumption to the linear standard differential equation of second order or their system, solved by the disharmonious fluctuations on the background of an aperiodic trend. As the method of analysis of correspondence of the model data with the actual dynamics of business development, the research utilizes computational solution of the emerging differential equations. Comparison of the model data with the known statistics reveals their adequacy to the current economic processes. Statistical data contains noise component, which consists of various economic and political factors and principally limits the precision of forecasting. Differences in the length of fluctuation periods by industries impedes analysis of the economic behavior as a whole. At the same time, forecast of crisis phenomena that emerge in superposition of the phases of industry fluctuations can be executed with sufficient level of precision.

scholarly journals Management of visual communications in insurance companies (on the example of using icons in logos)

2017 ◽  
Vol 15 (2) ◽  
pp. 319-331 ◽  
Author(s):  
Viktor Trynchuk
Keyword(s):  
Corporate Identity ◽  
Business Development ◽  
Communication Process ◽  
Marketing Communications ◽  
Insurance Companies ◽  
Insurance Company ◽  
Visual Communications ◽  
Sacred Art ◽  
Conflict Situations ◽  
Art Elements

This article is devoted to the study of insurance business development in Ukraine and Russia in the late XIX – early XXI centuries, generation and identification of special aspects of formation and use of sacred art elements in corporate identity of insurance companies. The purpose of this article is to discuss the concept of management of visual communications in insurance companies, an important component of which is the formation and development of brands in the insurance market, which include elements of sacred art. Corporate identity gives insurers a new methodology for managing marketing communications. The author proves the corporate identity of insurance companies and its place in the system of marketing communications. Due attention is paid to corporate identity of National Joint-Stock Insurance Company “Oranta” (Ukraine), Insurance LLC “Oranta” (Russia) and Insurance Company “Rossiya” (Russia). There are given examples of the use of Orans (Oranta) and the Burning Bush icons inscriptions in corporate identity of insurance companies. The author describes icons in corporate identity of insurance companies and definitely their role in the communication process. Conflict situations over the use of the Orans brand in Ukraine are analyzed. The need to be careful enough in using sacred symbols in the corporate style of insurance companies is emphasized. Evolution of the logo insurance companies is presented.Examples of integrating corporate identity into the strategy and tactics of insurance companies are shown.

Generation of Digital Content Management Through Academic Entervention in EPS Organizations

2021 ◽  
pp. 187-206
Author(s):  
Joffre Bernardo Loor Rosales ◽  
Francisco Daniel Orellana Mesías ◽  
Solangi Lisbeth Ortiz Elizalde ◽  
Bladimir Heriberto Jaramillo Escobar ◽  
Naomi Melissa Moncayo Cobos
Keyword(s):  
Brand Management ◽  
Digital Communication ◽  
Content Management ◽  
Corporate Identity ◽  
Digital Content ◽  
Composition Analysis ◽  
Solidarity Economy ◽  
Dynamic Content ◽  
The University ◽  
The Impact

The research takes cases from the project called visual corporate identity of the popular and solidarity economy (VIPSE), which is being carried out at the University of Guayaquil. The objective of the research is to analyze the type of generated digital content that was taken into account for the brand positioning. It was developed from brand management by representatives, digital communication progress, and content generation; this methodology was applied to each association with students in their degree work; this set of guidelines in the generation of digital content is the result of an effective academic intervention. The type of research is qualitative, comparing data from various static and dynamic content, graphical composition analysis charts, developing expert interviews on content management and creation. The impact of the project has resulted in 11 organizations participating in the branding and generation of digital content.

“XI SHUAI” 蟋蟀 (“CRICKET”) AND ITS CONSEQUENCES: ISSUES IN EARLY CHINESE POETRY AND TEXTUAL STUDIES

Early China ◽  
2019 ◽  
Vol 42 ◽  
pp. 39-74
Author(s):  
Martin Kern
Keyword(s):  
Chinese Literature ◽  
Continuous Process ◽  
Literary Tradition ◽  
Original Text ◽  
Chinese Poetry ◽  
Textual Studies ◽  
Literary Traditions ◽  
Poetic Text ◽  
The Moment ◽  
The Individual

AbstractThe present article explores questions about the composition, performance, circulation, and transmission of early Chinese poetry by examining a small number of poems from the received Mao shi and their counterparts in recently discovered manuscripts. Starting from a close examination of the poem “Xi shuai” (“Cricket”), the essay briefly discusses the problems we face in dealing with looted manuscripts before advancing toward rethinking the patterns of early Chinese poetic composition and transmission. Instead of taking individual poems as discrete, reified objects in the form we encounter them in the Mao shi, it is suggested to read them as particular instantiations of circumscribed repertoires where the individual poetic text is but one of many realizations of a shared body of ideas and expressions. This analysis is informed by the examination of both manuscript texts and the received literature, but also by comparative perspectives gained from both medieval Chinese literature and other ancient and medieval literary traditions. In emphasizing the formation of poetry as a continuous process, it leaves behind notions of “the original text,” authorship, and the moment of “original composition”—notions that held no prominence in the early Chinese literary tradition before the empire.

scholarly journals Ranking of it and telecommunications employers by signs of brand recognition

2020 ◽  
pp. 13-19
Author(s):  
М. Sitnicki ◽  
А. Kozhuhivska
Keyword(s):  
Labour Market ◽  
Development Strategy ◽  
Business Strategy ◽  
Structural Changes ◽  
Brand Management ◽  
Enterprise Management ◽  
Brand Strategy ◽  
Job Seekers ◽  
Brand Development ◽  
Employer Brand

The article presents the results of a national survey. The employers in the field of IT and telecommunications were ranked according to the recognizability of the brands. Emphasis is placed on the fact that for Ukrainian enterprises the employer brand is a relatively new tool for building the company’s attractiveness in the labour market, so there is a need to study the job-seekers market and analyze employers approaches to developing employer brand strategy as an important component of enterprise management strategy. We analyzed the dynamics of quantitative and structural changes in the process of brand development of the employer of TOP companies in the field of IT and telecommunications. As well we identified the reasons for these changes. We proved that these reasons are formed both under the influence of economic and demographic factors, and geopolitical changes, which currently have a high degree of uncertainty in Ukraine. We proposed the key indicators for assessing the brand awareness of the employer, which include: awareness of candidates about the company as an employer; the presence of companies in social media platforms; providing opportunities for young people to get their first job; attendance at career events and working conditions. We identified the key components of the employer brand development strategy that influenced the change of these indicators. We substantiated conclusions on the need to improve the methods and tools of formation and implementation of the employer’s brand development strategy. The study showed that today the development of employer brand management has reached such a level of importance that it becomes an integral part of the business strategy of successful companies. The presented data show the state and trends of the IT and telecommunications market in Ukraine. Respondents’ preferences outline the paradigm of consumer thinking that identifies the company as an employer in the market. Such studies should be systemic and conducted at least once a year. Such a perspective would allow us to quickly diagnose changes in consumer sentiment and the threat of new competitors in the labour market. Ukrainian companies are invited to constantly work on improving these indicators as part of the employer’s brand strategy, which affects the attractiveness, preservation, and improvement of the company’s image.

scholarly journals Scalable Blockchain-assisted Log Storage System for Cloud-generated Logs

2021 ◽  
Author(s):  
William Pourmajidi
Keyword(s):  
Storage System ◽  
Service Level ◽  
Tamper Detection ◽  
Normal Operation ◽  
Service Level Agreements ◽  
Customer Support ◽  
Technical Department ◽  
The Status ◽  
The Moment

During the normal operation of a Cloud solution, no one pays attention to the logs except the technical department, which may periodically check them to ensure that the performance of the platform conforms to the Service Level Agreements. However, the moment the status of a component changes from acceptable to unacceptable, or a customer complains about accessibility or performance of a platform, the importance of logs increases significantly. Depending on the scope of the issue, all departments, including management, customer support, and even the actual customer, may turn to logs to find out what has happened, how it has happened, and who is responsible for the issue. The party at fault may be motivated to tamper the logs to hide their fault. Given the number of logs that are generated by the Cloud solutions, there are many tampering opportunities. While tamper detection solution can be used to detect any changes in the logs, we argue that the critical nature of logs calls for immutability. In this thesis, we propose a blockchain-based log system, called Logchain, that collects the logs from different providers and avoids log tampering by sealing the logs cryptographically and adding them to a hierarchical ledger, hence, providing an immutable platform for log storage.

scholarly journals THE IMAGE OF PERSIAN SIMURG IN THE OSSETIAN FOLKLORE

2019 ◽  
Author(s):  
М. Шафаги ◽  
Д.В. Сокаева
Keyword(s):  
Fairy Tales ◽  
Fairy Tale ◽  
The Sun ◽  
The Caucasus ◽  
Sacred Image ◽  
The Moment ◽  
The Right ◽  
Popular Image

Статья посвящена рассмотрению влияния образа Симурга, известного по таким древним и средневековым персидским источникам, как Авеста и Шах-наме , на осетинский фольклор. Образ большой орлообразной птицы мог появиться в персидском и осетинском фольклоре из общей иранской основы и в дальнейшем приобрести различные характеристики. В персидском фольклоре и литературе рассматриваемый образ распался на два: священная орлоподобная птица и священная курица. В осетинском фольклоре встречаются образы орлицы, чье гнездо находится на вершине огромного дерева седьмого подземелья, и сакральной курицы (серебряной, курицы Солнца), прилетающей к молочному озеру. Анализ осетинских волшебных сказок показал наличие образа сакральной курицы, который коррелирует с популярным образом осетинской сказочной и несказочной прозы девушки-птицы. Орлоподобный Симург и Симург-курица персидского фольклора, сакральная курица и девушка-птица осетинского фольклора являются медиаторами трех сфер мифологического пространства по вертикали, как и сакральный образ мифолого-религиозных представлений осетин, покровитель мужчин и путников, Уастырджи. Предложены различные возможные версии замены девушки-птицы молочного озера сакральной курицей молочного озера рассмотрена ритуальная основа образа курицы и ее фигурирование в осетинской обрядности. Отмечены различные позиции исследователей в отношении момента появления образа Симурга в славянском языческом пантеоне, в частности версия перенесения указанного образа сармато-аланами из Ирана в Древнюю Русь, хотя есть предположение, что образ собако-птицы существовал в кобанской культуре Кавказа. Обозначена дискуссия по поводу происхождения мотива орла: евразийский миф или собственно ведийско-авестийский при сравнении данных осетинской, персидской и финно-угорской мифологии выяснено, что осетинский фольклор развивает, как и ведийская мифология, вариант орелзмей, а не орел-жаба. Посредством анализа персидской волшебной сказки выяснено, что образ Симурга фигурирует в ней в раздвоенном состоянии: Симург, подобный орлице из волшебной сказки осетинского народа, доносящий героя до нужного места Премудрый Симург, отвечающий на вопросы героя. The article is devoted to considering the influence of the image of Simurg, known from ancient and medieval sources, Avesta and Shahnameh , on Ossetian folklore. The image of a large eagle-like bird could have appeared in Persian and Ossetian folklore from a common Iranian basis, acquiring various characteristics with time. In the Persian folklore and literature the image in question has split into two: the sacred eagle-like bird and the sacred chicken. In the Ossetian folklore, there is also the image of an eagle, whose nest is on the top of a huge tree of the seventh dungeon, and a sacred chicken (silver, chicken of the Sun), flying to a milk lake. The analysis of the Ossetian fairy tales showed the presence of an image of a sacred chicken, which correlates with a bird girl, popular image of Ossetian fairy tales and fairy tale prose. The eagle-like Simurg and Simurg the chicken of Persian folklore, the sacred chicken and the bird girl of Ossetian folklore are the mediators of the three vertical spheres of the mythological space, as well as the sacred image of the mythological and religious representations of the Ossetians, the patron of men and travelers, Uastirdzhi. Various possible versions of replacing a girl-bird of a milk lake with a sacred chicken of a milk lake are proposed the ritual basis of the image of the chicken and its feature in the Ossetian ritual is considered. Various approaches of the researchers are noted in relation to the moment of the appearance of Simurg in the Slavic pagan pantheon, in particular, the version of the transmitting this image by the Sarmatians and Alans from Iran to Ancient Russia, although there is an assumption that the dog-bird image existed in the Koban culture of the Caucasus. The discussion on the origin of the eagle motif is indicated: the Eurasian myth or the Vedic-Avestan proper comparing the data of Ossetian, Persian and FinnoUgric mythology it was found that the Ossetian folklore develops, like Vedic mythology, a variant of an eagle-snake, and not an eagle-toad. By analyzing the Persian fairy tale, it was found that the image of Simurg appears in it in a forked state: Simurg, like an eagle from an Ossetian fairy tale conveying the hero to the right place Wise Simurg, answering the questions of the hero.

scholarly journals Brand Management: Defining the Essence and Place in the System of Related Categories

2021 ◽  
Vol 7 (522) ◽  
pp. 242-247
Author(s):  
V. O. Pidhurska ◽  
Keyword(s):  
Strategic Management ◽  
Development Strategy ◽  
Corporate Culture ◽  
Management System ◽  
Brand Management ◽  
Theoretical Base ◽  
Brand Positioning ◽  
Logical Scheme ◽  
Effective Implementation ◽  
Brand Development

This article is aimed at analyzing and systematizing the existing approaches to determining the essence of brand management, as well as its place in the system of related categories of marketing. At that, within the terms of the set goal, the task is to reduce the «conceptual» load on the theoretical base in the marketing sphere by analyzing and structuring current categories, and not creating new ones. During the research, two tangent categories with brand management – «management of brand» and «branding» – were distinguished and their relationship with brand management was determined. Analyzing the theoretical positions of leading specialists in the sphere of marketing, opinions of foreign and domestic scientists, the presence of identifiable concepts of «brand of management» and «management of brand» was specified, which is not true. Management of brand is a component of brand management, which consists in systematic activity using existing and searching for new resources and brand positioning tools. A concise and logical scheme is proposed that reveals the essence of brand management and the main stages of its implementation in the context of this issue. The scheme also reveals the place of branding in the brand management system, namely: at the stages of brand creation and its development /modification. It is determined that brand management directly correlates with the strategy of the enterprise and affects its implementation. The brand development strategy should correspond to the philosophy of the enterprise, its mission and organizational and corporate culture. It is emphasized that brand management is one of the main directions in the strategic management of the enterprise, as it allows to capitalize the value of branded assets and increase its competitiveness. Prospects for further research in this direction are to study the features of modern brand management and tools for its effective implementation.

Effectiveness of Destination Branding. The Example of National Tourism Organizations

2020 ◽  
Vol 11 (4) ◽  
pp. 779
Author(s):  
Mirosław MARCZAK ◽  
Jacek BORZYSZKOWSKI
Keyword(s):  
Brand Management ◽  
National Level ◽  
Destination Branding ◽  
Tourist Destinations ◽  
Whole Process ◽  
Brand Development ◽  
Collection Data ◽  
Questionnaire Form ◽  
Destination Brand

Branding is considered to be the most effective way to improve the quality of operations undertaken in numerous sectors of economy. It also plays an important role in creating images of many tourist destinations. National Tourism Organizations (NTOs) are responsible for that task in particular countries. The main aim of the article is an attempt at providing a simplified evaluation of effectiveness related to operations (or operation fields) undertaken by NTOs in the process of brand management at the national level, especially activities undertaken in favor of brand development. The main effectiveness measure is a medium-term rate of the change in the number of tourist visits in countries where the analyzed NTOs were operating in the years of 2007-2017. The analysis includes 81 organizations. The basic tool applied for the research is a questionnaire form and the whole process of data collection, data verification and the comparative statistical analysis is completed in six stages. The research indicates the significant role of branding among the operations undertaken by the analyzed organization. It also indicates the fact that branding is an efficient and indispensable element in the process of destination brand management at the national level. The results of the research confirm the fact that the analyzed organizations consider branding as one of their most effective activities aimed at encouraging the highest number of foreign tourists to visit their countries.

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