Strategic Management of Brand Positioning in the Market

Гарачковська, Оксана; Sytnyk, Oleksii; Fayvishenko, Diana; Taranskiy, Ihor; Afanasieva, O. B.; Prosianyk, Oksana

doi:10.25046/aj0601104

Cited by 5 publications

(5 citation statements)

References 6 publications

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“…-sales increase; -development of partnerships (Garachkovska et al, 2020); -creating a unique product that meets the customers' needs (Shubhangam et al, 2020). As we can see, the results of these studies confirm the thesis about the importance of social media branding for gaining competitive advantage and increasing the companies' value.…”

Section: Discussionmentioning

confidence: 99%

The Impact of Brand Social Media Marketing on the Dynamics of the Company’s Share Value

Fayvishenko

Cherniavska

Bondarenko

et al. 2023

Business: Theory and Practice

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The aim of the study was to determine the impact of brand social media marketing on the dynamics of the company’s share value. Methods of analysis and synthesis were used to determine the features of the implementation of the brand advertising campaign in social media. The economics and statistics analysis were used to analyse the costs of social media marketing (SMM) of the brands of global companies – leaders in market capitalization of shares, as well as to determine the capitalization level. The monographic method is used for a comprehensive and in-depth study of social media marketing, the causal links between the implementation of the advertising campaign and the overall performance of companies. The essence and importance of social media in the promotion of modern brands are studied considering the results of research and practice of global companies. The advantages of social media marketing activities of companies for brand promotion in the context of increasing the company’s value are identified, which include: increasing brand awareness; increasing the level of conversion and increasing the number of potential customers; direct communication with the target audience; coverage of the target audience which is not covered by traditional types of advertising. The dynamics of expenditures on social media marketing of global brands, as well as the dynamics of the cost of market capitalization of global companies were studied. An econometric regression model was developed to determine the quantitative impact of the costs of global brand social media marketing on the market value of shares of global companies. It was found that with an increase of $ 1 billion in spending on brand social media marketing, the cost of market capitalization of companies’ shares increases by an average of $ 1,445,947. Prospects for further research are to find new and increase the effectiveness of existing methods of brand social media marketing in order to maintain a stable competitive position and gain new competitive advantages.

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Section: Discussionmentioning

confidence: 99%

The Impact of Brand Social Media Marketing on the Dynamics of the Company’s Share Value

Fayvishenko

Cherniavska

Bondarenko

et al. 2023

Business: Theory and Practice

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“…The study of customer experience is devoted to the works of S. Haeckel and L. Carbone [1], Bernd Schmitt [2], and J. Seligman [3]. Among national researchers of customer experience management are the works of N. Savytska and O. Zhegus [4], O. Zozulyov [5], but more researches are conducted by consulting companies and advertising agencies, which publish relevant materials on their official websites and present materials at conferences, webinars and business forums. The issues of forming a sales strategy of a trade enterprise and the strength of influence on the "customer journey" remain insufficiently studied.…”

Section: економічний простір № 170 2021mentioning

confidence: 99%

«customer Journey» as a Component of Strategic Marketing

Fayvishenko

Romanchenko²,

Karmazinova³

2021

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The main factors influencing the formation of the main component of strategic marketing of the full cycle "customer journey" in terms of omnichannel strategy of retail networks were analyzed. The main aspects of obtaining customer experience and changes were discovered by identifying customers points of contact with the retail network on the possibility of appropriate changes in the marketing strategy of retail networks and their further adaptation to customer needs. Approaches to the study of customer experience and the application of the results of analysis in the communication strategy of trade enterprises in close connection with marketing channels were systematized. The "customer journey" schemes are constructed, which reflects the possible direction of movement from occurence of the need to the purchase using digital marketing channels. The results of estimating frequency of respondents' use of different variants of the "customer journey" with the confirmation of the hypothesis regarding the choice of optical strategy were presented.

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“…Regarding the rational feature, the strength of the brand is proposed to determine such characteristics as sales, which affects the value of the enterprise [3], business diversification (or products) [8,9], profitability [6,7], price [7]. It is proposed to use the rationalist component as a basis for the image and use it to classify business entities [10]. Due to the dominance of impressions in today's economy of economics, the importance of the emotional component of the brand increases.…”

Section: Analysis Of Publicationsmentioning

confidence: 99%

“…Its importance and impact on consumer consciousness, the formation of relationships with partners is emphasized in [12], its importance is recognized as a basis for building the reputation of enterprises and their corporate culture [13], it is proposed to take into account mergers and acquisitions [15] and alliances brands [17], to be filled with ethical content [16], together with rationalist indicators of traditional marketing to be used to solve poorly formalized tasks of the optimization class to determine the status and opportunities for enterprise development [14]. Thus, the emotional component is given considerable attention in the research of scientists, but an important issue remains the combination of both componentsrationalist and emotional, as indicated in studies on strategic management [3,10] and their positioning to identify strategies [5,10,11]. In addition, there is the problem of quantifying the strength of the impact of both components, which can be identified in terms of content as brand features.…”

Section: Analysis Of Publicationsmentioning

confidence: 99%

Brand Strength Based on Realistic and Emotional Features and Strategy of Managing It

Iastremska

2021

ITSSI

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The article is devoted to the study of the definition of the strength of the brand by its main features: objective, characterizing the realistic benefits of using the brand, such as profit, cost savings, etc., and subjective, which characterizes the emotional satisfaction of the use of products of a particular brand or cooperation with an enterprise, which consists in the attractiveness of the brand. The purpose of the article is to develop proposals from: determining the strength of the brand's influence by realistic and emotional features, identifying strategies for managing it. The object is the process of brand management of products or enterprises. The subject is theoretical provisions, methodological approaches, methods for determining the strength of the brand on its main features and the formation of management strategies. Methods. Theoretical and practical analysis of works of branding specialists proved the need to use the following methods of research: monographic, analysis and synthesis, structural-logical method, system approach, theoretical generalization, expert methods, correlation-regression analysis. The results are as follows: the differences between the strength and value of the brand, generalized understanding of realistic and emotional components of the brand, offered indicators of their measurement - on a realistic basis by a three-factor model of transformation of brand strength into additional financial flows, emotionally - based on the developed questionnaire, that is, using expert methods, proposed a matrix of brand strength on these features and positioned brand management strategies in accordance with the essence and meaningful load. The main results of the research are proposals for assessing the strength of the brand on the basis of objective and subjective characteristics and their use to build a matrix of positioning strategies for brand management. As the main strategies of brand management it is offered to use the following: strategy of donation, and stratification of the general brand, strategy-aspiration to leadership at use of the strong points and opportunities, exclusive advantages, combining them with own possibilities, strategy of maximization of dominance in the market strengthening the basic direction of innovation, niche strategy - financing specific innovation proposals for target segments of the consumer market, strategy of flank attack to increase cash flows, market exit strategy, strategy of careful promotion, flank donation, donor strategy, attention is paid to the needs of the target audience of consumers in the market for products. The existence of a correlation between the rationalist and emotional characteristics of the brand is proved. Conclusions: brand strength and strategy should be formed on the basis of both realistic and emotional features.

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Strategic Management of Brand Positioning in the Market

Cited by 5 publications

References 6 publications

The Impact of Brand Social Media Marketing on the Dynamics of the Company’s Share Value

The Impact of Brand Social Media Marketing on the Dynamics of the Company’s Share Value

«customer Journey» as a Component of Strategic Marketing

Brand Strength Based on Realistic and Emotional Features and Strategy of Managing It

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