Місце брендингу в системі формування сучасної маркетингової стратегії
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Дата
2025
Назва журналу
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Назва тому
Видавець
Анотація
Доведено, що в умовах сьогодення, маркетингова стратегія без інтеграції брендингової складової втрачає довгострокову дієвість. Визначено, що у сучасному маркетинговому дискурсі брендинг посідає ключове місце як стратегічний інструмент, що забезпечує ідентичність, впізнаваність та емоційний зв’язок між споживачем і підприємством. У статті охарактеризовано, обґрунтовано та доведено місце брендингу в системі формування сучасної маркетингової стратегії підприємства. Встановлено, що брендинг більше не може розглядатися як візуальна надбудова маркетингу, адже він перетворився на стратегічний інструмент, який формує ідентичність, емоційний зв’язок зі споживачем, конкурентні переваги та безпековий потенціал підприємства. Доведено, що сильний бренд виконує стабілізаційну функцію у періоди криз, а також забезпечує сталість і гнучкість маркетингових рішень у середовищі цифрових змін.
In modern marketing discourse, branding occupies a key place as a strategic tool that ensures identity, recognition and emotional connection between the consumer and the enterprise. In the conditions of a highly competitive environment, digitalization of communications and information overload, it is branding that allows enterprises to form a stable image that distinguishes them among similar goods and services. The purpose of the article is to determine the strategic place of branding in the system of forming a modern marketing strategy of an enterprise, taking into account its role in strengthening the security potential, increasing the emotional involvement of consumers and ensuring competitive advantages. The object of the study is the process of strategic marketing management of an enterprise in the conditions of digital transformation. The article characterizes, justifies and proves the place of branding in the system of forming a modern marketing strategy of an enterprise. It has been established that branding can no longer be considered as a visual superstructure of marketing, as it has become a strategic tool that forms the identity, emotional connection with the consumer, competitive advantages and security potential of the enterprise. It has been proven that a strong brand performs a stabilizing function in times of crisis, and also ensures the stability and flexibility of marketing decisions in the environment of digital changes. Four key positions of branding in the marketing strategy have been characterized: as the basis of identity, as a security tool, as a mechanism of emotional positioning and as a means of integrating offline and online environments. Seven stages of forming a marketing strategy taking into account branding have been identified, starting from environmental analysis and ending with monitoring and adjustment. A five-level mechanism for developing a marketing strategy with the integration of branding through the relevant systems and subsystems has been substantiated. It has been established that branding is a key source of intangible assets of the enterprise – reputation, trust, customer loyalty and strategic stability. The results of the study can be used to form effective strategic decisions in the field of brand management, marketing communications and increasing the competitiveness of enterprises in difficult market conditions.
In modern marketing discourse, branding occupies a key place as a strategic tool that ensures identity, recognition and emotional connection between the consumer and the enterprise. In the conditions of a highly competitive environment, digitalization of communications and information overload, it is branding that allows enterprises to form a stable image that distinguishes them among similar goods and services. The purpose of the article is to determine the strategic place of branding in the system of forming a modern marketing strategy of an enterprise, taking into account its role in strengthening the security potential, increasing the emotional involvement of consumers and ensuring competitive advantages. The object of the study is the process of strategic marketing management of an enterprise in the conditions of digital transformation. The article characterizes, justifies and proves the place of branding in the system of forming a modern marketing strategy of an enterprise. It has been established that branding can no longer be considered as a visual superstructure of marketing, as it has become a strategic tool that forms the identity, emotional connection with the consumer, competitive advantages and security potential of the enterprise. It has been proven that a strong brand performs a stabilizing function in times of crisis, and also ensures the stability and flexibility of marketing decisions in the environment of digital changes. Four key positions of branding in the marketing strategy have been characterized: as the basis of identity, as a security tool, as a mechanism of emotional positioning and as a means of integrating offline and online environments. Seven stages of forming a marketing strategy taking into account branding have been identified, starting from environmental analysis and ending with monitoring and adjustment. A five-level mechanism for developing a marketing strategy with the integration of branding through the relevant systems and subsystems has been substantiated. It has been established that branding is a key source of intangible assets of the enterprise – reputation, trust, customer loyalty and strategic stability. The results of the study can be used to form effective strategic decisions in the field of brand management, marketing communications and increasing the competitiveness of enterprises in difficult market conditions.
Опис
Ключові слова
брендинг, маркетингова стратегія, стратегіне управління, імідж, безпековий потенціал, емоційна залученість, бренд-менеджмент, branding, marketing strategy, strategic management, image, security potential, emotional involvement, brand management
Бібліографічний опис
Пархомчук С. Місце брендингу в системі формування сучасної маркетингової стратегії [Текст] / С. Пархомчук // Цифрова економіка та економічна безпека : науково-практичний журнал / Причорноморський науково-дослідний інститут економіки та інновацій, Сумський державний педагогічний університет імені А. С. Макаренка ; [гол. ред. О. Ю. Кудріна, редкол.: В. В. Божкова, В. І. Борщ, Н. М. Вдовенко та ін.]. – 2025. – № 2 (17). – С. 347–352. – DOI: https://doi.org/10.32782/dees.17-56