THE PRODUCT AS A COMPONENT OF THE BRAND OUTER SHELL: STRUCTURING VIEWS

The article is devoted to the study of the brand external structure based on research product characteristics influence and product consumer value. The main approaches to understanding brand identity are analyzed and the priority components of its formation in the aspect of marketing influence on the consumer are determined. The relationship between the internal and external shell of the brand was studied on the basis of the analysis of key dimensions and assets of the brand. The conditions for the transformation of the product into a brand are defined and substantiated, taking into account the semiotics of the process and the peculiarities of consumer evaluations and attitudes. The role of sensory branding in the perception of tangible and intangible brand components is evaluated. The author's vision of the essence and meaning of the product as the basic foundation of the brand is proposed; corresponding conclusions were formed.