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The Strategic Instruments for Formation and Positioning of a Brand in International Markets
Logvynenko D. V., Podorozhna M. R.

Logvynenko, Denys V., and Podorozhna, Marharyta R. (2023) “The Strategic Instruments for Formation and Positioning of a Brand in International Markets.” Business Inform 7:225–231.
https://doi.org/10.32983/2222-4459-2023-7-225-231

Section: Management and Marketing

Article is written in Ukrainian
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UDC 339.13

Abstract:
The modern market is filled with a variety of products to suit every taste. Behind each of these products is present a certain organization that is trying to promote its product into the deeper market. So in order to promote your product, you need to understand the difference between a trademark and a brand, a brand and branding, etc. From a legal point of view, a brand is a unique trademark that is subject to patent protection. In accordance with the consumer (psychological) approach, a brand is understood as the impressions that the buyer has of an almost elusive vibe associated with a product. The concept of a brand combines a list of conceptions, unique solutions, feelings of perception, and value properties associated with a product or service of a particular organization. In order for a company’s product to become a brand, it needs to be formed. Brand formation is a complex and time-consuming process that includes market analysis, positioning, logo and name creation, and the development of a plan for further brand improvement and modernization. However, despite that the brand formation is one holistic process that includes positioning, it can be presented as a separate process. After all, positioning accompanies all stages of brand formation, since any missed or unaccounted-for detail of this process creates a brand’s inconsistency with the criteria of the market in which it is represented. Brand positioning is, on the one hand, the definition of its market position, its difference from competitors, and, on the other hand, the definition of its place in the minds of consumers. Before you are in the hands of the consumer, you first need to be in his head. Therefore, positioning can be defined as a figurative shell, a way to broadcast brand ideas using various means and techniques. Positioning should be felt at every point of contact between the brand and the consumer: in the name, visual image, advertising campaigns, social networks. It is also necessary to pay attention to the matter that an important principle of brand formation and positioning is its socialization, which is aimed at reducing the harmful impact of goods/services on the environment, ensuring compliance of production processes with quality norms and standards. From such a standpoint, organizational and managerial techniques, methodologies, methods of market actions, development of a brand platform, naming are strategic instruments for the effective implementation of the formation and positioning of a brand in world markets.

Keywords: brand, brand formation process, brand positioning process, market analysis, principle of brand socialization, strategic instruments.

Fig.: 2. Bibl.: 10.

Logvynenko Denys V. – Postgraduate Student, Department of International Economic Relations, Simon Kuznets Kharkiv National University of Economics (9a Nauky Ave., Kharkiv, 61166, Ukraine)
Podorozhna Marharyta R. – Postgraduate Student, Department of International Economic Relations, Simon Kuznets Kharkiv National University of Economics (9a Nauky Ave., Kharkiv, 61166, Ukraine)
Email: [email protected]

List of references in article

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