Brand essense: elements and added value

The emergence of branding as one of the areas of business has helped to draw the attention of management to the need to give a product or service an emotional reinforcement, a certain factor, working with the subconscious of the consumer. Scientists have experimentally found out that a person’s conn...

Descripción completa

Guardado en:

Detalles Bibliográficos
Autor principal:	V. S. Nikitina
Formato:	article
Lenguaje:	RU
Publicado:	State University of Management 2021
Materias:	brand branding marketing consumer benefits price value company Electronics TK7800-8360 Management information systems T58.6-58.62
Acceso en línea:	https://doaj.org/article/f6997d19f377433986a46768624e0f77
Etiquetas:	Agregar Etiqueta Sin Etiquetas, Sea el primero en etiquetar este registro!

id	oai:doaj.org-article:f6997d19f377433986a46768624e0f77
record_format	dspace
spelling	oai:doaj.org-article:f6997d19f377433986a46768624e0f772021-11-14T15:54:17ZBrand essense: elements and added value2658-34452686-840710.26425/2658-3445-2021-4-1-58-67https://doaj.org/article/f6997d19f377433986a46768624e0f772021-04-01T00:00:00Zhttps://e-management.guu.ru/jour/article/view/142https://doaj.org/toc/2658-3445https://doaj.org/toc/2686-8407The emergence of branding as one of the areas of business has helped to draw the attention of management to the need to give a product or service an emotional reinforcement, a certain factor, working with the subconscious of the consumer. Scientists have experimentally found out that a person’s connection with a product is much stronger if it is based not only on conditionally rational judgments about it, but also on the sensory perception of the brand, the emotional attitude to the company that offers this product.This article is devoted to the study of the brand as the basis for the existence of the added value of the product, which brings the buyer additional satisfaction of certain needs, which may not even be directly related to the tasks potentially solved by the purchased product. In the course of writing the article, the author collected and structured the theorists ‘ ideas about the essence of the brand and its elements, which can be managed by a brand manager within the framework of working with the product. The paper considers the brand as one of the key factors influencing the final price of the product on the shelf, from the aspect of the real costs accompanying its construction, development and maintenance, as well as from the subjective benefits received by the consumer from contact with it. The author of the article provides examples of cases of real companies related to building a brand and its strong influence on the value that the final product carries.V. S. NikitinaState University of ManagementarticlebrandbrandingmarketingconsumerbenefitspricevaluecompanyElectronicsTK7800-8360Management information systemsT58.6-58.62RUE-Management, Vol 4, Iss 1, Pp 58-67 (2021)
institution	DOAJ
collection	DOAJ
language	RU
topic	brand branding marketing consumer benefits price value company Electronics TK7800-8360 Management information systems T58.6-58.62
spellingShingle	brand branding marketing consumer benefits price value company Electronics TK7800-8360 Management information systems T58.6-58.62 V. S. Nikitina Brand essense: elements and added value
description	The emergence of branding as one of the areas of business has helped to draw the attention of management to the need to give a product or service an emotional reinforcement, a certain factor, working with the subconscious of the consumer. Scientists have experimentally found out that a person’s connection with a product is much stronger if it is based not only on conditionally rational judgments about it, but also on the sensory perception of the brand, the emotional attitude to the company that offers this product.This article is devoted to the study of the brand as the basis for the existence of the added value of the product, which brings the buyer additional satisfaction of certain needs, which may not even be directly related to the tasks potentially solved by the purchased product. In the course of writing the article, the author collected and structured the theorists ‘ ideas about the essence of the brand and its elements, which can be managed by a brand manager within the framework of working with the product. The paper considers the brand as one of the key factors influencing the final price of the product on the shelf, from the aspect of the real costs accompanying its construction, development and maintenance, as well as from the subjective benefits received by the consumer from contact with it. The author of the article provides examples of cases of real companies related to building a brand and its strong influence on the value that the final product carries.
format	article
author	V. S. Nikitina
author_facet	V. S. Nikitina
author_sort	V. S. Nikitina
title	Brand essense: elements and added value
title_short	Brand essense: elements and added value
title_full	Brand essense: elements and added value
title_fullStr	Brand essense: elements and added value
title_full_unstemmed	Brand essense: elements and added value
title_sort	brand essense: elements and added value
publisher	State University of Management
publishDate	2021
url	https://doaj.org/article/f6997d19f377433986a46768624e0f77
work_keys_str_mv	AT vsnikitina brandessenseelementsandaddedvalue
_version_	1718429083696627712

Brand essense: elements and added value

Ejemplares similares