MARKETING COMMUNICATIONS IN A BRAND MANAGEMENT STRATEGY
Journal: International scientific journal "Internauka." Series: "Economic Sciences" (Vol.2, No. 44)Publication Date: 2020-12-31
Authors : Fayvishenko Diana;
Page : 15-20
Keywords : brand; strategy; strategic management; marketing communications;
Abstract
The article presents the role and importance of marketing communications in the brand management system, which play a leading role in the current activities of the enterprise. Emphasis is placed on building optimal and effective models of marketing communications, formed tools for management and creating effective processes of interaction with the target audience to promote products, formed innovative solutions for marketing communications based on advances in IT. The analysis of communication activity of the enterprises in the market of mineral water with isolation of ways of increase of their efficiency, application of an omnichannel complex of use of marketing communications is presented. A combination of tools and strategic rules (involvement, interest, retention, filling the brand with information content and awareness) to create a virtual brand to succeed and take a leading position in the market. It is concluded that the virtualization of the brand and the introduction of new technologies, highlighting a new stage in the development of marketing communications.
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