Роль брендинга в маркетинговых стратегиях развития международных компаний / The role of branding in the marketing strategies of international companies

Аннотация

One of the most significant factors influencing the choice of a marketing strategy is the brand. The identification of the brand components that will be consistently used in all the company's offerings takes place during the branding process. The brand, thanks to its well-known trade name, creates a certain level of confidence in the quality of the product, making it easier for previously satisfied customers to identify and purchase products. Today, companies spend a significant amount of money on brand development, improving its recognition, creating its image and much more. This procedure allows companies to expand and retain their customer base. Thus, forming and maintaining customer loyalty and promoting awareness of their brands is one of the key tasks of marketers