Brand Promotion Peculiarities

Svitlana Ivanytska; Anna Aheicheva

doi:10.26906/EiR.2021.1(80).2241

Authors

Svitlana Ivanytska National University «Yuri Kondratyuk Poltava Polytechnic» http://orcid.org/0000-0002-7111-270X
Anna Aheicheva National University «Yuri Kondratyuk Poltava Polytechnic» http://orcid.org/0000-0003-2184-8820

DOI:

https://doi.org/10.26906/EiR.2021.1(80).2241

Keywords:

brand, branding, promotion, advertising, target audience, corporate identity, content, infographics

Abstract

The brand promotion peculiarities are studied. It has been determined that the process of brand promotion includes: marketing a brand name and logo, making souvenirs, placing on various media, releasing videos, layouts for advertising, announcements on the Internet and much more. Used methods to promote brands are considered, such as: advertising, personal selling, packaging, 360° campaign, brand promotion on the Internet. The ways to promote a brand have been proven to be: website building, search engine optimization, social media, live streaming, storytelling, creating valuable content, blogging, email, LinkedIn Publishing Platform, prizes, infographics, car wraps, networking events, offline ads, promotions, loyalty programs, free trial product giveaways, strong branding. As a result of the study, it was found that brand promotion is the creation of consumer confidence in a product.

Author Biographies

Svitlana Ivanytska, National University «Yuri Kondratyuk Poltava Polytechnic»

PhD (Economics), Associate Professor

Anna Aheicheva, National University «Yuri Kondratyuk Poltava Polytechnic»

PhD (Pedagogy), Associate Professor, Dean of Faculty of Humanities

References

David A. Aaker and Erich Joachimsthaler (2009). Brand Leadership: Building Assets in an Information Economy. Pocket Books, p. 368

Jean-Noel Kapferer and Vincent Bastien (2013). The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands. Kogan Page.

Thomas O'Guinn, Chris Allen and Richard J. Semenik (2011). Advertising and Integrated Brand Promotion. Cengage Learning, p. 734.

Subimal Chatterjee, Ashwin VinodMalshe and Timothy B.Heath (2010). The effect of mixed versus blocked sequencing of promotion and prevention features on brand evaluation: The moderating role of regulatory focus. Journal of Business Research, Vol. 63, Issue 12, p. 1290–1294. doi:https://doi.org/10.1016/j.jbusres.2009.09.003

Hofer, K.M. (2015). International brand promotion standardization and performance, Management Research Review, Vol. 38, No. 7, p. 685–702. doi: https://doi.org/10.1108/MRR-06-2013-0136

Ho, C.-H., Chiu, K.-H., Chen, H. and Papazafeiropoulou, A. (2015). Can internet blogs be used as an effective advertising tool? The role of product blog type and brand awareness. Journal of Enterprise Information Management, Vol. 28 No. 3, pp. 346–362. doi: https://doi.org/10.1108/JEIM-03-2014-0021

Vogel, A.T. and Watchravesringkan, K. (2017). Consumer evaluations of trend imitation: brand equity, consumer attitudes and preference. Journal of Product & Brand Management, Vol. 26 No. 5, pp. 516–527. doi:https://doi.org/10.1108/JPBM-07-2016-1257

Bohoiavlenskyi О.V. (2018). National branding as a way of improving the competitiveness of Ukrainian products. Infrastruktura rynku [Market Infrastructure], No. 17, pp. 11–17.

Polishchuk, T. (2009). Perspective directions of development of successful brands in Ukraine. Aktualni problemy ekonomiky [Actual problems of economics], No 7 (97), pp. 129–137.

Ukolova, A. (2012). Essence of branding and its use by domestic enterprises. Upravlinnia rozvytkom [Management development], No 1, pp. 128–130.

Tanasiichuk A., Sirenko S. and Pnevskyi V. (2020). Formation of a brand promotion strategy using digital marketing. Skhidna Yevropa: ekonomika, biznes ta upravlinnia [Eastern Europe: economy, business and management], No 1(24), pp. 161–167. doi:https://doi.org/10.32782/easterneurope.24-23