Yesyunin S.S., Kravchenko M.O., candidate. economy. Science, Associate Professor
National Technical University of Ukraine "KPI"
PECULARITY OF СREATING BRAND IMAGE OF A ENTERPRISE
The article discusses the importance of measures to promote a positive image of catering, analyzed the factors affecting this process. Positive image is one of the most important secrets of success of many catering establishments. The purpose of creating a positive image for these institutions is to reduce the sensitivity of consumers to price, create additional competitive advantages and barriers for competing institutions to enter the market. The article also analyzed the work to create a loyalty program, the execution of effective advertising campaigns, considered subjective and objective factors identified and their importance as a means of support and strengthen the position of the brand in the market. Formulating the importance of brand orientation placing a certain targeted part of the market and define opinion on the priorities and values of corporate institutions and facilities meet the needs of a particular customer. Also it is important to identify main criteria’s of forming the image of catering establishments.
Keywords: brand image, positioning strategy, image-forming factors.
Українська
Русский
English