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KHARKIV NATIONAL ECONOMIC UNIVERSITY, UKRAINE

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BUSINESS INFORM №4-2017

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66

Section: Management and Marketing
UDC 339.138; 339.1
Shevchenko O. L.
The Branding in the Consumption Society Era (p. 405 - 409)

The article highlights the main aspects of formation and development of brands in terms of consumption society. The features that exist in a given society and their impact on the development of branding have been analyzed. The views of the various authors have been explored and the authors’ own substantiation for the issues indicated has been presented. The main directions for the formation and use of brand as a marketing tool have been outlined, given the social manifestations of consumption society. The relationship between brand and consumer in terms of compartmentalizing products and in the context of consumer choice has been defined. A characterization of possible consumer choice models has been provided. Their impact on the effectiveness of branding has been determined. The importance of the social and psychological factors of branding, which dominate a consumption society, have been displayed and analyzed. The key priorities for building and developing successful brands have been formulated.
Keywords: brand, branding, marketing, consumer, consumption society, consumer perception, consumer ratings, social attitudes, need, values.
Fig.: 2. Bibl.: 8.

Shevchenko Olena L. – Candidate of Sciences (Economics), Associate Professor, Department of Marketing, Kyiv National Economic University named after V. Hetman (54/1 Peremohy Ave., Kyiv, 03057, Ukraine)
Email: [email protected]

Article is written in Ukrainan
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Reference to this article:
Shevchenko, Olena L. (2017) “The Branding in the Consumption Society Era.” Business Inform 4:405–409.


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