Дослідження теоретичних аспектів зародження брендінгу в Україні
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Файли
Дата
2017
Автори
Головащенко, А.В.
Golovashchenko, A.
Назва журналу
Номер ISSN
Назва тому
Видавець
Хмельницький національний університет
Анотація
У статті проведено дослідження наукових праць вітчизняних науковців, що стали першопрохідцями в сфері
брендингу, проаналізовано кількість наукових публікацій майже за три десятиліття, з початку розвалу союзу до сучасної
незалежної України. Проаналізовано кількісну різницю праць вітчизняних та зарубіжних науковців.
The article is devoted to the research of scientific works of domestic scientists who became pioneers in the field of branding, analyzed the number of scientific publications in almost three decades, since the beginning of the collapse of the union to modern independent Ukraine. The quantitative difference between the works of domestic and foreign scientists is analyzed. A survey of prospective specialists in the industry was conducted to determine their level of understanding of the essence of the brand and branding. To date, there are more than 30 thousand scientific works related to the study of brand concepts and branding. Investigating the essence of these definitions in domestic and foreign literature, we encountered a large number of different definitions that differed not only in the essence but also in the time of publication. Therefore, the purpose of this article is to analyze the essence of the concepts of "brand" and "branding" and their modification depending on the trends of development and business, according to the time of its publication. The notion of "brand" and "branding" is firmly established in business and has become a permanent, integral part of our society, if the statement "Advertising - the trade engine" was popular before, today the brand of the trade is the trade engine. Branding is a highly efficient technology of conquering and maintaining the consumer, which involves a large amount of work related to the positioning of products, the identification and study of the main competitors, the development and introduction of a trademark, which should later become a strong brand. At present, the issue of developing a strategy for the creation and management of successful brands remains unresolved, this will be the subject of further research in this direction.
The article is devoted to the research of scientific works of domestic scientists who became pioneers in the field of branding, analyzed the number of scientific publications in almost three decades, since the beginning of the collapse of the union to modern independent Ukraine. The quantitative difference between the works of domestic and foreign scientists is analyzed. A survey of prospective specialists in the industry was conducted to determine their level of understanding of the essence of the brand and branding. To date, there are more than 30 thousand scientific works related to the study of brand concepts and branding. Investigating the essence of these definitions in domestic and foreign literature, we encountered a large number of different definitions that differed not only in the essence but also in the time of publication. Therefore, the purpose of this article is to analyze the essence of the concepts of "brand" and "branding" and their modification depending on the trends of development and business, according to the time of its publication. The notion of "brand" and "branding" is firmly established in business and has become a permanent, integral part of our society, if the statement "Advertising - the trade engine" was popular before, today the brand of the trade is the trade engine. Branding is a highly efficient technology of conquering and maintaining the consumer, which involves a large amount of work related to the positioning of products, the identification and study of the main competitors, the development and introduction of a trademark, which should later become a strong brand. At present, the issue of developing a strategy for the creation and management of successful brands remains unresolved, this will be the subject of further research in this direction.
Опис
Ключові слова
бренд, брендінг, поняття, наукова література, публікації, розвиток, три десятиліття, brand, branding, concept, scientific literature, publications, development, three decades
Бібліографічний опис
Головащенко А. В. Дослідження теоретичних аспектів зародження брендінгу в Україні / А. В. Головащенко // Вісник Хмельницького національного університету. Економічні науки. – 2017. – № 3, т. 1. – С. 65-68.