Брендинг як сучасний маркетинговий інструмент досягнення підприємством конкурентних переваг
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Дата
2013
Автори
Ільницька, А.С.
Ilnytska, A.S.
Назва журналу
Номер ISSN
Назва тому
Видавець
Хмельницький національний університет
Анотація
У статті досліджуються проблеми використання брендингу як сучасної маркетингової технології в управлінській
діяльності підприємств. На основі результатів досліджень запропоновано схему впливу бренду на поступове досягнення
конкурентних переваг підприємством.
This article investigates the problem of using branding as a modern marketing technologies in the management of enterprises. The author proposed to consider branding as a stable company a strategic advantage, because modern realities indicate continued functioning of competition in the market for commitment and dedication to consumers. Under these circumstances an alternative to price competition can be a strong brand - a brand. From a practical point of view, the brand offers businesses a number of advantages, namely the formation of a sustainable competitive advantage due to the difference of the product of unique businesses that are on a particular consumer market, creating added value product that can induce consumer choice on the side of the product and larger loyalty (even in adverse environments). A strong brand helps consumers to spend less time on product choice among many analogues, and the manufacturer an opportunity to increase revenue by expanding the range of products and information about their general and individual qualities analyze the demands of consumers, reduce the cost of direct advertising and well as to forecast the development of the enterprise market. Based on the findings the scheme impact brand to gradually achieve competitive advantage.
This article investigates the problem of using branding as a modern marketing technologies in the management of enterprises. The author proposed to consider branding as a stable company a strategic advantage, because modern realities indicate continued functioning of competition in the market for commitment and dedication to consumers. Under these circumstances an alternative to price competition can be a strong brand - a brand. From a practical point of view, the brand offers businesses a number of advantages, namely the formation of a sustainable competitive advantage due to the difference of the product of unique businesses that are on a particular consumer market, creating added value product that can induce consumer choice on the side of the product and larger loyalty (even in adverse environments). A strong brand helps consumers to spend less time on product choice among many analogues, and the manufacturer an opportunity to increase revenue by expanding the range of products and information about their general and individual qualities analyze the demands of consumers, reduce the cost of direct advertising and well as to forecast the development of the enterprise market. Based on the findings the scheme impact brand to gradually achieve competitive advantage.
Опис
Ключові слова
бренд, брендинг, конкурентні переваги, конкурентоспроможність, імідж фірми, бренд-менеджмент, brand, branding, competitive advantage, competitiveness, company image, brand management
Бібліографічний опис
Ільницька, А.С. Брендинг як сучасний маркетинговий інструмент досягнення підприємством конкурентних переваг [Текст] / А. С. Ільницька // Вісник Хмельницького національного університету. Економічні науки. – 2013. – № 3, т. 1. – С. 199-202.