Formation and implementation of economic mechanism of brand-technologies of trading enterprises

• Saienko, Maryna I. ^[1] ; Lelechenko, Anzhela P. ; Marusheva, Oleksandra A. ^[2] ; Medvedchuk, Oksana V. ^[2] ; Lahunova, Iryna A. ^[2]
  1. [1] Department of Theory and History of State and Law, DNIPROPETROVSK STATE UNIVERSITY OF INTERNAL AFFAIRS
  2. [2] Department of Public Administration, Educational-Scientific Institute of International Relations and Social Sciences, INTERREGIONAL ACADEMY OF PERSONNEL MANAGEMENT
• Localización: Estudios de economía aplicada, ISSN 1133-3197, ISSN-e 1697-5731, Vol. 39, Nº Extra 6, 2021 (Ejemplar dedicado a: Special Issue: Innovative Development and Economic Growth in the CIS Countries)
• Idioma: inglés
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• Resumen

  • In today's market, the strongest brand is a strategic resource in the fight against competitors. For many business owners and executives, building a strong brand is a key economic determinant of competition success or failure. The main problem of brand introduction is the understanding that it exists in the understanding of consumers and creates value, not just a trademark, which is present in the state register of trademarks. The aim of the article was to create the economic mechanism of brand technology commercial enterprise. The process of forming an economic branding mechanism consists of four successive steps. Authors believe that the formation of the brand needs to be stages through which consumers in the process of interaction with the brand. In this context, the task of brand managers would be to create conditions for the promotion of consumers from stage to stage using a variety of marketing tools (e.g., advertising, sales promotion, etc.).