FACTORS OF BRAND BUILDING

UDC 339.138
DOI: 10.36871/ek.up.p.r.2024.10.09.019

Authors

Elvira B. Gayazova,
Kazan National Research Technological University, Kazan, Russia

Abstract

The article deals with the concept of brand and its components. The author analyzes the importance of brand formation in social networks and offline. The author proposes an algorithm of its creation, including the formulation of the main message, the definition of the platform of interaction with the audience and the creation of a visual image. Examples of tools and approaches to brand promotion are given.
The article considers the main factors influencing the formation of a brand. The author analyzes the features of the modern brand environment, the main stages of its development and elements of formation. The research is aimed at identifying the key factors that contribute to the creation of a successful and sustainable brand in the market.
The brand of an organization consists of the following elements:
1. Name or trade name.
2. Brand attributes: functional and emotional values that set the product apart from com-petitors.
3. brand identity: the personality that distinguishes the brand from others.
4. brand image: the perception of the target audience.
5. Brand power: popularity and market dominance.
6. Brand value: the monetary equivalent of potential revenue or added premium in the purchase price.
7. Loyalty: consumers' attitudes and experiences when interacting with the brand.
The construction of social reality is closely related to the construction of a brand for exter-nal entities. It is a process aimed at building an image and presenting oneself to society.
Analyzing brands from different spheres helps to identify:
- trends and advanced achievements in the market;
- the needs of potential customers and their preferences;
- competitive advantages and disadvantages;
- adequate pricing;
- changes in market trends and their impact on the business.
The brand in the educational sphere is built on the basis of three components. Educational concept - formulated goals and objectives of education, which should be shared by the target audience. Educational programs - a set of training courses, methods and technologies that en-sure the achievement of the set goals. Image and reputation - the perception of the educational organization in society, which is formed on the basis of the quality of services provided, achieve-ments of graduates and other factors.

Keywords

organization brand, social networks, social media