ORGANIZATIONAL AND ECONOMIC FOUNDATIONS FOR BUILDING AN EFFECTIVE BRAND IN A COMPETITIVE MARKET
Keywords:
branding, marketing, brand strategy, competitive market, innovation, brand perception, successful brands,, data analysis, consumer behaviorAbstract
The article examines the organizational and economic foundations of forming an effective brand in
a competitive market. The emphasis is on key aspects such as the role of marketing, strategic approach and
implementation of innovations in the brand creation process. Theoretical approaches to branding and factors
influencing consumer perception of the brand are explored. Examples of successful brands, their strategies and
practical recommendations for companies seeking to create a strong brand in a competitive market are assessed.
The research methodology uses a qualitative approach, including secondary data analysis, interviews with experts
and comparative analysis of successful brands.
References
Траут Дж., Райс Э. Маркетинговые войны. — СПб.: Питер, 2018.-240 с. Мазилкина Т.А. Конкурентоспособность и
формирование бренда компании. — М.: Финансы и статистика, 2020. — 312 с.
Бережная Е.Ю. Организационно-экономические аспекты формирования бренда предприятия // Вестник экономики и управления. — 2022. — №2(46). — С. 101–106.
Арутюнян С.М. Брендинг как инструмент повышения рыночной стоимости компании // Экономика и бизнес: теория и практика.
№3. — С. 59–64.
Keller K.L. Strategic Brand Management: Building, Measuring, and
Национальное агентство развития брендинга. — брендингURL: https://brandingrussia.ru
