Kravchenko E.S., Dibrova T.G.,candidate. economy. Science, Associate Professor
National Technical University of Ukraine "KPI"
WAYS OF FORMING THE IMAGE OF THE CORPORATE BRAND OF CABLING AND WIRING PRODUCTS
The importance of building corporate brand image in the current market conditions is analyzes in the article. The correlation between positioning and brand image is analyzed. Brand image is considered as an effective tool of creating customer loyalty, competitive advantage, and as a tool of retaining and strengthening of the company position on the market. In world practice, market activity has formed a steady trend towards large scale use of branded goods offered in both the consumer and industrial markets. Consumers’ commitment to branded products can reduce their sensitivity to price, as well as create additional barriers of entry on the market for competitors’ products, give companies more market power. Necessity of differentiating the brand on the industrial and ways of forming its image as a necessary condition for a long-term success of a company. The proposed principles of image formation of corporate brand, made some adjustments in the process of developing a marketing strategy for companies in comparison with the formation of brand image on consumer market.
Українська
Русский
English