Brand communications in advertising. Communication strategy for brand promotion Communication brand idea

In the literature on branding and in practice, when developing a brand concept, various models are used to describe the structure of brand characteristics. Let's consider the most significant of them.

Model Brand Identity System (D. Aaker, USA). D. Aaker proposed a model according to which the characteristic features of the brand are studied at two levels in 12 positions, grouped in four areas: brand as a product, brand as an organization, brand as an individual and brand as a symbol (Fig. 4.1).

Rice. 4.1.

Core identity represents a fundamental, stable brand identity that does not depend on the product group and specific market. According to D. Aaker, the core identity is close to the concept of the essence of the brand - the key idea that expresses the spirit of the brand. Extended Identity contains elements of the brand identity, united in interconnected meaningful groups and giving the identity a structural completeness. The brand identity system should help establish a relationship between the brand and consumers, creating a value proposition that includes functional, emotional or self-expression benefits.

Aaker's model describes a brand's identity system as the driving force behind its associations. This explains a certain lack of harmony and consistency in the presentation of the structure of the characteristic features of the brand.

Model Brand Identity Prism (J.-N. Kapferer, France). One of the best structural models of brand identity is the brand identity prism proposed in 1991 by J.-N. Kanferer. It consists of seven elements, six of which are located in the form of prism faces, the seventh element is in the center (Fig. 4.2).

Rice. 4.2.

• 1. physical data. The appearance of the product and its physical features, external manifestations of the brand. What exactly is this brand? What is he doing? What does he look like?
• 2. Individuality. Description of the characteristic features of the brand in categories of personality traits. It could be a celebrity personifying a brand, a company executive, a fictional character, a publicity character, or a set of associations.
• 3. Culture. The image of the country, the history of the company or product, traditions, corporate values, national characteristics, etc.
• 4. Relationships. A specific type of relationship and interaction between a consumer and a brand, a type of behavior that largely identifies brands. The relationship edge defines the way brands operate, service delivery, and customer relationships.
• 5. Reflection. How does the consumer want to appear to others, and what impression do they have when using the brand? The edge of reflection is expressed in the statements of consumers “this is for young people, this is for the older generation”, etc.
• 6. Self-image. What does the consumer think and feel and how does he identify himself when using the brand?
• 7. The essence of the brand. The most important thing about a brand in two or three keywords.

J.-N. Kapferer does not consider the essence of the brand a mandatory element

system of its characteristic features. However, he recognizes the importance of this element for highlighting the main thing in organizing marketing communications. Therefore, it recommends displaying the essence of the brand in the center of the identity prism.

In table. Figure 4.1 presents the faces of the identity prism of luxury brands - shirts "Ralph Lauren Polo" and "Lacoste Shirt 12x12".

Table 4.1

Facets of the identity prism of the brands "Ralph Lauren Polo" and "Lacoste Shirt 12x12"

	Ralph Lauren Polo	"Lacoste Shirt 12x12"
Physical	From "occasional" to official, always convenient	Soft, outdoor, crocodile badge, multi-colored
Individuality	Self-confident	Well balanced, authentic, serene
Relationships	Social visibility, exclusivity	Valiant, available
culture	American - Anglo-Saxon and Protestant, Boston Elite, American, Luxurious	Aristocratic ideals, sophistication and simplicity, sports and classics, individualism
Reflection	They are young people with a good social background, nice and rich: an ideal son-in-law	They are men and women dressed casually but cool.
Self-image	I am modern, I am trendy, I am elitist	I am discreetly elegant, I am always dressed properly for any occasion.

Model J.-N. Kapferera has a number of advantages:

• complexity. This model covers the functional, personal, social and cultural levels of brand meaning;
• psychology. The model takes into account various aspects of consumer interaction with the brand;
• communication. The model takes into account the main facets of the sender of messages - the offerer (primarily, physical data and personality) and the facets of the recipient of messages - the consumer (first of all, reflection and self-image);
• semiotics. The model takes into account the semiotic features of the brand. The brand expression plan is represented by the facets of reflection, relationship and physical data, the content plan - by the facets of individuality, culture and self-image.

De Cernathoni Brand Identity Model (L. de Cernathoni, UK). Cernatoni proposes a brand identity model that consists of five elements; each previous level creates the basis for the next level:

• brand attributes;
• benefits;
• emotional reward;
• values;
• personal qualities .

Brand Attributes reflect the external manifestations of the brand, by which it is identified by potential consumers. Benefits focused on rational benefits provided to the consumer. Emotional reward expresses the totality of impressions and emotional experiences when interacting with the brand. Values- important life principles that the brand shares with its consumers. Personal qualities is the brand personality (description of the brand in terms of personality traits).

4D-branding model (T. Gad, Sweden). Economist T. Gad proposed a four-dimensional branding model. In his opinion, a strong brand can be represented as a mental field of a brand that exists in four dimensions (Fig. 4.3):

• 1) functional- describes the unique characteristics of the product or service, as well as the perception of its usefulness associated with the brand;
• 2) social- concerns the ability to identify oneself with a particular social group;
• 3) spiritual - perception of global or local responsibility;
• 4) mental- the ability to provide mental support to a specific person.

Rice. 43.

(according to T. Gad)

The development of all four dimensions of the brand provides its unique place in the minds of consumers and the power of customer loyalty. In table. 4.2 shows examples of brand mental fields according to the 4D-branding model.

The differences between T. Gad's model and T. Parsons' model of the functioning of social systems were discussed in paragraph 1.1. A detailed analysis of the proposed model allows us to conclude that it is an adapted and simplified version of the J.-N. Kapferer. one

Thinking fields of brands 1

functional	Things in 1KEL have a nice modern design, functionality and excellent quality for such a price	Whenever you are dealing with Virgin, you meet lower prices, higher quality and more pleasant atmosphere
Social	Buy at IKEA- means to be economic. People understand that I love quality things and good modern design, but I don't want to overpay for them.	I like virgin: they are like a good friend. We share the same values ​​and attitudes, we like to have fun
Spiritual	IKEA contributes to the development of democratic processes in the world both by the methods of its work and by giving people the opportunity to improve their lives themselves	I like that Virgin seeks to challenge large and slow corporations
mental	IKEA makes me do things myself and I also come here for inspiration and ideas	FROM Virgin I feel good. When I fly on their plane, my brain rests.

Keller Brand Identity Model (K. Keller, USA). Keller identifies three elements of brand identity:

• 1) brand positioning;
• 2) brand values;
• 3) brand codes.

K. Keller considers brand positioning to be part of its identity. The meaning of the "Brand Codes" element is close to the concept of the essence of the brand.

Model Brand Wheel ( Bates Worldwide, USA). This technique was developed by employees of an advertising agency Bates Worldwide. The essence of the method, called the "brand wheel" (Brand Wheel), is that the brand is a set of five "shells" nested one inside the other. The Brand Wheel allows you to describe and systematize the main aspects of brand interaction with the consumer (Fig. 4.4).

• 1. attributes. What is the brand (physical and functional characteristics of the brand)?
• 2. Advantages. What does the brand do for me (physical result from using the brand)?
• 3. Values. What emotions do I experience when using the brand? What do I think of myself and what do others think of me when I use the brand (emotional results from using the brand)?
• 4. Individuality. If a brand were a person, what would it be? Imagine that a brand is a person. What does he look like? How old is he? What is his profession? Is it a man or a woman? Describe what surrounds him, typical situations in which he is. What would the brand say to you?
• 5. Essence. Brand core: the key message offered to consumers 1 .

Rice. 4.4.

In table. 4.3 shows an example of filling in the "brand wheel" for three car brands: "RangeRover", "Mercedes" and "BMW".

Table 4.3

"Wheel of brands" "Range Rover", "Mercedes" and "BMW"

Attributes	Specialist, experience, heredity	German, elite, expensive, top quality, history, male	Germanic, luxurious, expensive, well designed, quality, high performance, heritage, masculine
Advantages	Excellent handling, powerful, driving pleasure	Reliability, confidence, prestige	The performance of a sports car combined with the comfort of a luxury car
Values	Excellent on and off the road, go everywhere, dominate on the road, commanding position	Safety, superiority, master	Young but experienced; capital driver

Modified wheel brand of Elena Petrova (E. Yu. Petrova, Russia). Practicing psychologist and psychotherapist, psychology editor of the journal Advertising Ideas, E. Yu. Petrova, adapted the Brand Wheel model in accordance with the contact model developed in Gestalt therapy (Fig. 4.5).

Rice. 4.5.

According to the modified "wheel" of E.K.). Petrova, consumers get acquainted with the brand through interaction with its outer shell. As the interaction with the brand deepens, the consumer penetrates into the inner layers, gradually comprehending its essence.

At the initial stage, the impression about the brand is formed by the potential consumer based on what he knows about how this brand looks - the external manifestations of the brand. The consumer then analyzes what the brand does for its customers, how it communicates with them, how it positions itself and what it promises. To analyze the meaning of brand communications, it is important to understand the context in which these communications take place; here the field "consumers - product group of the brand" is analyzed. The consumer interprets the actions and communications of the brand in their own way. For example, customers perceive the limited and uniform assortment in McDonald’s fast food as “the presence of standards”, while cleanliness is assessed as “hygiene”. As a result, the consumer forms an image of the brand as a person - the character of the brand, psychographic portrait and social role. The result of the analysis of the characteristic features of the brand in accordance with the modified "wheel" of E. Yu. Petrova is the definition of the so-called internal brand message. This is the main communication idea of ​​the brand, which manufacturers never convey directly. It is fundamentally important that the consumer comes up with this idea on his own, gains the meaning of the brand from personal experience - as a result of insight. So, the inner message of the McDonald’s brand is: “Be fun and free like children!”. The inner message of the brand "Coca-Cola": "Where we are, there is always a holiday!".

Model Brand Platform (Young & Rubicam, USA). Network advertising agency Young & Rubicam developed its own brand identity model, which consists of six elements (Fig. 4.6).

Rice. 4.6.

As an example, let's describe the identity of a beer brand whose target audience is women aged 25 to 40.

• 1. Values. Lightness and originality.
• 2. Individuality. A pleasant fashionable girlfriend, skillfully supporting an easy, exciting conversation.
• 3. functional benefits. High quality beer with a light refreshing taste.
• 4. emotional benefits. Optimistic, upbeat.
• 5. Reason for trust. Produced by the market leader, brewing expert; modern, beautiful, unique bottle.
• 6. Sentence. A light outlook on life that allows you to emphasize your femininity and originality 1 .

This model combines elements of brand identity (1, 2), brand positioning (3, 4) and communication platform (5, 6).

Model Brand Works (Research Business International, Great Britain). British research firm Research Business International offers a model that includes six faces.

• 1. User image(corresponds to the idea of ​​its potential consumers).
• 2. Product Image(reflects how consumers perceive the functional features of a branded product).
• 3. Service image(characterizes how the brand interacts with the consumer, how it is delivered to customers and how it functions).
• 4. Event Image(takes into account the contexts in which the consumer interacts with the brand).
• 5. Personality(reflects the emotional and rational values ​​of the brand and helps to express the connection between the consumer and the brand).
• 6. originality(links the other five elements of the brand identity system as a coherent and emotionally close image) .

Model Thompson Total Branding (J. Walter Thompson, Great Britain). Advertising agency specialists J. Walter Thompson (JWT) believe that the main elements of a successful brand are the quality of ideas, the quality of the product, understanding the consumer and the effective use of communication channels. After analyzing many years of experience in their activities, employees JWT developed a branding model they called Thompson Total Branding (TTV). According to this model, the brand is divided into several levels, each of which is the center for the next layer (Fig. 4.7).

Rice. 4.7.

The structural model of Thompson Total Branding is made within the framework of the concept of "goods with reinforcements". The core of the brand is product- what it is with its purpose and functional quality. The next layer, which includes the previous one, is positioning- what this product is intended for and how the brand differs from other brands in its product group. Then follows the target audience- those potential consumers to whom the product itself and all its communications are directed; last level -brand identity- a description of the characteristic features of the brand, if you imagine it as a person.

Model Brand Key ( Unilever, Great Britain - Holland). In the British-Dutch Corporation Unilever, with more than 400 global and local brands in its portfolio, use their own model, which consists of eight elements (Fig. 4.8).

Rice. 4.8.

• 1. Competitive environment. Description of the features of the main competitors: strengths and weaknesses of competitive brands.
• 2. The target audience. Characteristics of potential consumers of the brand and the situation of consumption of the branded product.
• 3. consumer insight, on which the brand is based. A consumer's sudden insight that motivates them to buy a brand. Insight is based on the answers to the following questions. What drives the buyer? What need does he need to satisfy? What do people think and do? Why do they do it?
• 4. Benefits. These are various functional and emotional benefits that influence the purchase.
• 5. Values ​​and individuality. Important consumer beliefs supported by the brand and brand character described in terms of personality traits. Values ​​are expressed in response to the question: what do we support and what do we believe? Individuality is manifested in the way we behave.
• 6. Reason for trust. Evidence that convinces the buyer of the achievability of brand promises. This is usually expressed as answers to three questions. Who are we? What we have? How do we do it?
• 7. The main distinguishing feature. The single most compelling and competitive reason for choosing, facing the target consumer.
• 8. The essence of the brand. The main idea of ​​the brand, expressed in two or three words 1 .

Analysis of the structure of this model allows us to conclude that it

is a combination of communication strategy (1, 2, 3), positioning (4, 6, 7) and brand identity (5, 8).

Model Brand Pyramid (Mars, USA). American company mars, which has more than 60 global and local brands in its portfolio, uses the brand pyramid model. According to this model, the brand identity consists of seven elements, which are interconnected as follows: each previous level will form the basis for the next level (Fig. 4.9).

• 1 .Brand Attributes- these are the external signs of the brand by which it is identified to consumers and.
• 2. Functional Benefits- what benefits and rational benefits a branded product brings to consumers.
• 3. Emotional Benefits- all those emotions and feelings that the buyer experiences in the process of buying and consuming a branded product (service).
• 4. Consumer values- beliefs and life principles that the brand supports.
• 5. Brand personality describes his character and distinctive features.
• 6. Unique selling proposition- the main reason for the purchase of the brand by the consumer.
• 7. The essence of the brand the key idea of ​​the brand, its semantic core, expressed in two or three words.

Rice. 4.9.

Model of five circles of brand identity (“Paprika branding”, Russia). The leaders of the Paprika branding brand consulting firm M. Vasilyeva and A. Nadein proposed a five-level model of brand characteristics (Fig. 4.10).

• 1. Faith, beliefs.
• 2. Mission and slogan(the advertising slogan expresses the mission).
• 3. External features of the brand(e.g. packaging, name, character).
• 4. brand character, expressed in language and behaviour.
• 5. Advertising style .

Rice. 4.10.

Analysis of the structure of this model allows us to conclude that it is a combination of brand identity (1, 2, 4), communication strategy (2, 4, 5) and brand identifiers (3).

Non-standard structural models of brand identity. Some companies use non-standard models when describing brand identity.

Brand « mercedes benz". The Mercedes-Benz brand identity is shown in fig. 4.11.

This model describes a brand as a system consisting of four components: product features, brand values, positive and negative brand associations, and brand core.

Rich brand. When launching a new juice brand "Rich" on the market, the St. Petersburg company Multon described the system of characteristic features as follows (Fig. 4.12).

This model combines the brand identity and its communication platform. Directly related to the brand identity are the elements “Distinctive feature”, “Emotional advantages”, “Consumer perception”, “Brand personality (character)” and “Brand essence”.

When developing a brand identity, various models are used to describe the structure of its identity. Most models include the following elements of the brand's signature system:

• brand values;
• brand identity;
• type of relationship between the brand and the consumer;
• essence of the brand.

Rice. 4.12.

1 Kazantseva A. Life is a good thing. Like it or not // Advertising industry. 2002. No. 19. P. 23.

The requirements for a well-designed brand identity imply the effectiveness of the brand in performing its main functions: identification, differentiation and influence on consumer behavior.

Important to remember

Growth Brand Identity

A well-designed brand identity should withstand extensions (no change or minimal adaptation):

• to adjacent consumer segments;
• adjacent geographic markets;
• related trade types, lines, groups and classes;
• adjacent price segments.

The Eat at Home! brand can be considered an example of successful brand development, taking into account its promising extensions.

Brand "We eat at home!". When the Eat at Home! brand was being developed, its creators incorporated into the brand's ideology a global trend and the possibility of expanding into several product markets. This brand is bucking the global trend of saving time and effort by eating semi-cooked food of limited variety, mediocre quality and mediocre taste. Eating semi-finished products, the consumer is deprived of the opportunity to show respect for himself and his loved ones, to express himself in the preparation of interesting dishes, to please himself and his family with really tasty and truly healthy dishes. These values ​​are expressed by the Eat at Home! brand.

Positioning Eat at Home! brand: a brand that embodies a modern lifestyle that includes healthy eating, an active and healthy lifestyle, family values, a career, etc.

Main target group: women 25-40 years old with an average and above average income, viewers of the TV program "We eat at home!".

Brand philosophy: to offer the buyer only the best, what the main character and face of the brand, Yulia Vysotskaya, believes in.

Brand "We eat at home!" appeared in September 2003 as a TV show of the same name with permanent host Yulia Vysotskaya. In December 2005, the first book of culinary recipes "We eat at home!" was published. In 2007, the Eat at Home! solved the problem of expanding the brand from the original Media market to the FMCG, Publishing and HORECA markets.

The FMCG market is the most capacious, so it was decided to develop it in stages. In 2007, the Eat at Home! entered the markets of frozen instant products (dumplings and dumplings), mayonnaises and sauces (Premium and Middle+ segments). In the market, Publishing continued to lead the cookbook segment. In the Multimedia market, the CDROM and DVD markets were entered. In 2008, expansion continued into the markets for frozen ready meals, dairy products, salad mixes and vegetable mixes. In the future, the brand "Eat at home!" intends to develop the markets for kitchen utensils, household appliances and interior, a culinary studio, a chain of stores, an online store, restaurants, delivery of ingredients, food and ready meals.

In 2007, the Eat at Home! received the Russian national television award "TEFI" for the highest achievements in the field of television arts in the category "Entertainment Program: Lifestyle". In the same year, this brand took third place in the BRAND OF THE YEAR / EFFIE competition in the New Product or Service nomination, where projects to bring a new group of products to the market, which is not an extension of the existing line 1 , competed.

Since August 2015, the sites of Yulia Vysotskaya "Eat at Home" (http://www. edimdoma.ru, http://shop.edimdoma.ru, http://edfranchise.ru) have been actively promoting the franchise - the shops "We eat at home! » in two formats: "Island" (12 m) and "Separate store" (16-22 m). The range of Eat at Home branded stores includes:

• books and magazines, the author and editor-in-chief of which is Yulia Vysotskaya;
• kitchen accessories (baking tins, vegetable peelers, tenderizers, confectionery tools, cutting boards, grinders, freezer and fresh food storage equipment, kitchen knives, picnic items);
• gastronomy (baking mixes, spices, tea, coffee, flour);
• cooking utensils (pots, frying pans, baking dishes, braziers);
• exclusive gift sets;
• serving utensils (dessert plate, dinner plate, deep plate, oval dish, two salad bowls of different sizes, a tea pair, a coffee pair, a cappuccino pair, the popular Jumbo cup, a regular size mug, as well as a teapot, coffee pot, sugar bowl and milkman);
• kitchen textiles (tablecloths, napkins, aprons, table runners, hot pads, chair cushions, potholders, curtains for the kitchen, kitchen towels).

Entrance fee - 180 thousand rubles, royalties from the second year of operation, no advertising fees.

At the end of 2015, there are three Eat at Home stores: in Alma-Ata, Moscow and Kaliningrad.

Private labels of retail chains. Retailers form and develop their corporate brand, but many trade enterprises use so-called private labels (private labels, private labels). The algorithm for creating a private label is simple: a retail chain finds a local manufacturer that manufactures a mass-demand product of standard quality at low prices, puts its own brand on it and sells it using the full range of influence on the consumer. These are acceptable quality, low price, good places on the trading floor, a large product exposition, eye-catching display of goods, advertising at points of sale, etc. Most often, Russian retail chains sell goods under their own corporate brand: Lenta, O'Key, Pyaterochka (formerly Na Pyaterochka), D (Dixie chain), etc. Retailers also create their own private stamps with original names: Red Price (Perekrestok, Pyaterochka and Karusel chains), Every Day (Auchan chain), 365 days (Lenta chain), What necessary!" (O'Key network), Krugly God (Pyaterochka, Perekrestok and Karusel networks), etc.

Private label specialists N. Kumar and J. Stenkamp in the book “Retail Brands: New Competitors to Traditional Brands” divide private labels into four classes: generic goods, imitation brands, high-end retail brands, and innovative offerings.

In Western markets, imitation brands have become a real test for strong product brands. Large retailers take the brand leader in the product category, with the help of a local manufacturer, produce a similar product of acceptable quality. Imitator private label packaging is specifically produced to be as similar as possible to the leader brand packaging, however, those elements of the product brand that are protected as objects of intellectual property are never made confusingly similar in order to avoid counterfeit litigation, large fines, damages, correctional labor or even imprisonment. Private imitator brands are laid out in the best places in their product section and are sold 15-20% cheaper than the leader brand. J.-N. Kapferer cites marketing research data, when up to 42% of consumers, when buying an imitation brand, are sure that they are buying the original product brand 1 .

The value of private labels for Russian retail chains is growing every year. For example, for the largest Russian retailer X5 Retail Group in 2012, the share of private labels in the Pyaterochka chain was approximately 20% of turnover, in the Perekrestok chain - 10%, and in Karusel hypermarkets - 5%. Within a few years, the management intends to increase the share of private labels to 50% in the Pyaterochka chain, up to 25% in the Perekrestok chain, and up to 10% in the Karusel hypermarket chain. It is known that in the most developed countries the share of private labels in retail is 40-60%, and in such large retail chains as AkN and Lidl, the share of private labels reaches 95%.

Problems, opportunities and specifics of private label management of retail chains are deeply and comprehensively set out in the monograph of Doctor of Economics, Professor of the Department of Marketing

Graduate School of Management of St. Petersburg State University S. A. Starov and his doctoral dissertation.

• See: Aaker D. Creating Strong Brands. S. 94.105; Aaker D., Johimsteiler E. Brand Leadership: A New Concept of Branding. S. 54.

Merkulov Sergey Alexandrovich 3rd year postgraduate student, Department of Economic Theory, Moscow State Technical University. N.E. Bauman, PepsiCo Brand Manager

Recently, brands have played an increasingly significant role in the Russian economy. Two-thirds of the population (67%) rely on trusted brands when choosing a product. The majority (51%) believe that branded products are better than branded products. It is difficult for Russian manufacturers to compete with Western brands, as they lack the practice of bringing successful brands to the market. The launch of a Russian trademark, accompanied by high advertising support, is most often characterized by a short brand life cycle. Advertising is widely rotated on the central TV channels of the country, store shelves are bursting with an excess of goods on sale, but after a year or two, consumer demand sharply decreases and the brand gradually begins to disappear from the market.

Most brands do not even have time to leave their mark in the minds of consumers, leaving no signs of their existence. What is the success formula for launching, developing and maintaining an effective brand?

In most international companies involved in the marketing of goods and services, each brand has its own architecture (the terms Brand Wheel or brand DNA are also found in the literature). It succinctly articulates the fundamentals on which a brand is built: a key consumer insight (or in-site from English. Insight), a unique offer, functional and emotional benefits, backed by facts and reasons to believe in them, the identity and values ​​of the brand. During my work in the marketing department of Heineken, we used the brand architecture format shown in Figure 1. This format is an adapted version of the options proposed in the works of A. Ellwood and V. Mamleev.

Rice. one. Brand architecture

Brand architecture is necessary for the development of communications with consumers, i.e. advertising messages conveyed through any type of advertising or marketing technique, in order to build a relationship between the brand and consumers. What is put into it by brand managers becomes the main reason for the interest or indifference of consumers to the brand. The development of brand architecture should be preceded by conducting and analyzing marketing research, analyzing the competitive market, as well as understanding the properties and qualities of the product to be released. The fundamentals on which a brand is built must be determined before a product is released to the market. At the same time, they must remain unchanged over a long period of time, determining the advertising strategy for promoting the brand.

As various studies show, from 50 to 85% of the success of any project depends not on the strategy itself, but on the quality of its implementation. Therefore, it is not enough to correctly assess the preferences of the target audience and formulate all the advantages of a new product in the company's internal documents when approving a business plan. Even the most effective strategy can fail if the ideal plan for its implementation is not defined. For advertising campaigns to be successful in the long term, a brand must be consistent and focused across all of its advertising messages in any of its potential consumer communication channels. At the same time, the main task of the brand manager becomes to translate the brand architecture into a set of coherent and focused advertising messages that could work for one main brand idea for several years, thereby building a clear and understandable image in the eyes of consumers. So how, in the face of fierce competition and limited advertising opportunities, to determine the right moments and points of contact between the brand's advertising messages and the target audience? When is it necessary to convey the qualitative advantages of the product with dry facts, and when will it be more efficient to connect the main added value of the brand - its emotional component? In recent years, a large number of recommendations and manuals have appeared on conducting market research and creating brands based on the analysis of the received data. It is surprising that the topic of long-term brand support is still very narrowly disclosed, because consumer loyalty is not won immediately and requires constant efforts to maintain it. As laborious and lengthy is the process of gaining the trust of the target audience, just as quickly brand loyalty can be lost due to incorrect or ill-considered actions.

My experience at Heineken, which owns both the world's leading brands Heineken and Amstel, and the popular Russian brands Okhota, Three Bears, Bochkarev, and others, helped me answer this question. To determine how best to use the elements brand architectures for formulating key brand messages in advertising campaigns, we studied the best global and local practices. Our study included both successful Western brands (Apple, Nike, Red Bull, Lipton, Gillette, etc.), as well as trademarks that have achieved bright, but short-term success, and very quickly lost their positions (“Dosya”, “ Dovgan", "Solodov", etc.). For each brand, all possible types of communication with consumers were collected and systematized over several years: from advertising TV commercials to the simplest promotions with a gift for a purchase and press releases. Based on the collected data, we recreated the architecture of each brand under consideration and analyzed the principles of its use in advertising messages. The results of the study showed that all brands that increased sales volumes from year to year and became more and more recognizable and loved by consumers used a similar principle of building relationships with consumers. All elements of the brand architecture were used in advertising communications with a certain consistency and completeness. The same brands that lost market share, sales volumes and ceased to be trusted by people, acted according to an unidentified principle, which was called brand communication architecture. In collaboration with creative and strategic marketing agencies, a guide to action was formulated to plan the development of the brand image in the minds of consumers for several years ahead.

A brand communication architecture is a structured approach through which brand messages are translated into coherent, focused and consistent brand messages in consumer-relevant ways of expression. These messages are conveyed to the consumer by any possible elements of the marketing mix in order for the brand to occupy a niche in the market according to its positioning.

The communication architecture consists of a central communication message that guides the three fundamental and universal types of brand communication messages: rational, emotional, and experiential. These three messages combined should give the consumer a complete and clear picture of the brand's image, build a relationship with the brand, and provide a basis for believing in all the rational and emotional benefits of the brand. This approach ensures focus and clarity in the planning of each brand communication, as well as the ease of post-evaluation of an advertising campaign in terms of quality characteristics. The central communication message is based on the brand's unique proposition. Thus, it turns out that all advertising communications with the target audience, despite different creative incarnations and slogans, are initially connected with each other and work for a single message from the brand.

A rational message should talk about tangible distinctive functional and rational features of the product and brand that can be proven by facts. It is important that a rational message be aligned with the key understanding of the consumer and thereby meet consumer needs and even anticipate expectations.

An emotional message should speak about the values ​​of the brand, its individuality, and the point of view of the world. Very often it reflects the views and values, character and lifestyle of the target audience of the brand. This message should become a distinctive feature of the brand image and inspire consumers to build a relationship with the brand.

An experiential message is a statement of a brand's life experience that explains, demonstrates, and introduces the consumer to the world of the brand. In this case, advertising communications should convey not image, but tangible components of the product and brand, which the consumer can feel, smell, touch, examine, hear.

Ideally, brand promotion on the market should consist of exactly these separate messages in advertising campaigns and in exactly this sequence.

For a better understanding of the components of the communication architecture, it is worth giving a specific example on the Dove brand (skin care products), shown in Figure 2. In the brand's advertising campaigns of recent years, regardless of the type of advertising medium and the nature of interaction with potential consumers, a single communication message can be traced Dove for true beauty. According to the given theory of brand communication architecture, the first step would be to talk about the functional advantages of the product itself produced by the company. It is necessary to provide facts confirming the unique qualitative or differentiating advantage of the company's products over competitors' products. The second step is to create an intangible attraction to the brand on an emotional level, using the secret desires and thoughts of the target audience. The brand makes people believe that those of their emotional needs are being satisfied, which objectively cannot be realized by simple qualitative characteristics of this or that product. The final stage of the advertising campaign allows the target audience to unambiguously associate the first two messages with the image of the product offered to their attention and consolidate the achieved effect for a long time.

Rice. 2. Brand communication architecture

With the communication architecture shown in the example, Dove begins to talk about the unique ingredients of its cosmetics in its advertising, which in an incredible way emphasize the natural beauty of the consumer. With the second wave of the Dove campaign, women are inspired by the story that each of them is unique and beautiful in her own way. And finally fixes the brand image with promotions with product samples, when consumers can experience all the company's products for themselves, as well as the organization of various scientific conferences and seminars about beauty and how to care for it.

After such a focused and consistent advertising campaign, a clear and distinct idea of ​​the brand image is built in the minds of consumers, and the main idea of ​​the brand and the central communication message - "Dove for real beauty" - is deposited on the subconscious. Understanding the brand by consumers, in turn, leads to high loyalty, that is, to the most cherished goal of all marketers.

Figure 3 clearly shows how brand architecture and communication architecture are related. The brand's unique proposition is the basis for a central communication message. Thus, it is achieved that the main idea and message of the brand are reflected in any advertising campaign of the brand. The central communication message does not need to be a common slogan for all communications with consumers over several years, although such cases do occur. The main thing is that slogans formulated differently for advertising purposes, from different sides, but would work for the same idea. A rational message should convey to consumers the functional benefits of the product. The emotional message shows both the emotional benefits of the brand and the nature and personality of the brand. An experiential message should be based on key knowledge about the consumer and communicate how the brand will help the target audience realize their life needs.

Rice. 3. Relationship between architecture and brand communication architecture

It should be added that it is precisely this order and sequence of messages that are necessary for the most effective and understandable communication of the brand image collected in the brand architecture to the consumer. If all stages are correctly performed, in the mind of the consumer, after a sufficient amount of time and advertising contacts, there is a feeling of understanding of the brand, almost at the same level as that of a brand manager at the stage of creating a brand architecture.

In some cases, depending on the advertising budgets of brands, it is not possible to deliver even one of the communication messages even for a whole year. In this case, you need to understand that the creation of a brand is a very important and painstaking process, the haste in which can only do harm. By putting too much information in one commercial, you can achieve a negative result. The information will be incomplete and crumpled, and the credibility of such a chaotic data set will be minimized.

There are cases when brands, even with a rich history and multimillion-dollar advertising budgets, when launching in new markets for themselves, making territorial expansion, spent several years just to go through the first stage of delivering a rational message to the consumer. A vivid example of such cases on the Russian market is Lipton iced tea. First entering the market in 2003, the brand consistently communicated to consumers the functional benefits of a product based on the benefits of its hot brother, using only rational messages connected by one idea. And only in 2010 the brand decided to start using an emotional message, using Hollywood star Hugh Jackman in its advertising. The actor, although it has nothing to do directly with the benefits of drinking hot tea, carries the same emotional message as functional tea - cheerfulness.

In order to more universally show how long it takes to change the focus of an advertising campaign from a rational message to an emotional one and then to an empirical one, the degree of consumer involvement in the brand is taken instead of a time scale. Figure 4 shows the optimal proportion of brand messages, depending on how close it managed to get closer to the loyalty of the target audience. At the stage of launching a product on the market, first of all, it is necessary to achieve a certain level of brand awareness. At the same time, consumers first need to learn about the rational benefits of the brand. If a product has the required set of functional properties or is of similar quality and costs less than competitors, this will cause a wave of trial purchases. After this stage, it is necessary to begin to form an emotional connection with consumers, moving on to communication of the emotional benefits of the brand. And when the connection with the target audience is already established, it becomes the task of experiential communication to achieve trust and eventually brand loyalty. At the same time, an element of an emotional message is present in all communications with consumers at the level of the character and personality of the brand. After all, both rational and empirical messages can be conveyed seriously or with humor, intelligently or head-on, etc., depending on the properties that are prescribed in architecture.

Rice. four. The dependence of the share of brand messages on the degree of involvement

This model, of course, is conditional and may have exceptions, but it helps to visualize the ideal model for the development of brand advertising messages. At the first stage, people must hear about a new brand, then try the product or service, after which there is a connection between the brand and the consumer. With a positive consumer experience, trust in the brand arises, and if it does not break its promises and anticipates expectations over a sufficiently long period of time, loyalty also arises.

For the success of any brand, of course, it is necessary that the product offered to the consumer has a certain level of quality and a set of characteristics necessary for its category. At the same time, the skillful use of communication architecture will provide maximum efficiency in promoting the brand to the market and, as a result, an additional competitive advantage.

Marketing Research Agency GFK-Rus. Impact of the crisis on consumer habits of Russians. 2009

Pertsiya V. Mamleeva L. Anatomy of a Brand. - M.; St. Petersburg: Vershina, 2007. - S. 251.

Ellwood Ayen. Fundamentals of Branding. 100 ways to add value. - M. : FAIR-PRESS, 2002. - 336 p. - S. 140.

What is brand communication?

Brand communications- this is contact, communication with consumers for the purpose of exchanging ideas and information contained in the brand, either verbally or in writing through symbols. The purpose of communications is to achieve positive emotions from the consumer of goods (receiving party) when perceiving the content of the brand from the information received.

Basic requirements for brand communications. They should be:

• sufficient
• successive
• stable
• focused

All the main elements and functions of communications should be focused on conveying objective and persuasive messages to the consumer that would help them make the right decisions in relation to the brand. Brand messages received by the consumer should not be ambiguous and create conflict situations between them.

Properly identified brand elements, in general, brand communications, can guarantee the company's success, development, growth and stable income. In order to test the potential of your brand elements for future adaptation, it is important to design them with the future in mind from the start.

Communication process

How it works?

The brand must be a person, i.e. possess human character traits, and carry important content for the consumer, causing the latter to desire to enter into a relationship with him. The brand expresses indirectly through the symbol the content of the individual and his interests and needs in the brand, therefore, when forming a brand, it is necessary to study such economic categories as “need”, “demand” and “supply”. These economic categories are the main factor in promoting a product on the market.

The communication process is complex. It consists of a number of stages that are interconnected and interdependent. The purpose of each of the stages is to make the ideas and goals of the brand understandable to consumers and be perceived by them as a guide to action.

An effective communication process contributes to the formation of trust between the brand and the consumer, as they are created, maintained and developed through communications and manifest themselves in communications.

Particular attention should be paid to interpersonal communications, which depend on many factors, such as: the correctness of the brand symbol, trust, respect, attractiveness, consideration of interests and needs, feedback, service culture, etc. The study of these factors allows a better understanding of the processes of interpersonal communication.

Communications play an important role in brand development, as their content has a serious impact on consumer behavior. Effective communication between the consumer and the brand is necessary for the achievement of the intended goals by the product manufacturers.

Brand communication process

The brand communication process is contact, communication with consumers in order to exchange ideas and information contained in the brand, either verbally or in writing through symbols. The purpose of communications is to achieve positive emotions from the consumer of goods (receiving party) when perceiving the content of the brand from the information received.

The communication process is complex. It consists of a number of stages that are interconnected and interdependent. The purpose of each of the stages is to ensure that the ideas and goals of the brand become clear to consumers and be perceived by them as a guide to action (Fig. 2.1).

An effective communication process contributes to the formation of trust between the brand and the consumer, as they are created, maintained and developed through communications and manifest themselves in communications,

All the main elements and functions of communications should be focused on conveying objective and persuasive messages to the consumer that would help them make the right decisions in relation to the brand. Brand messages received by the consumer should not be ambiguous and create conflict situations between them.

Communications in marketing activities are carried out in various types and forms, the study of which allows us to determine ways to increase their effectiveness.

Particular attention should be paid to interpersonal communications, which depend on many factors, such as the correctness of the brand symbol, trust, respect, attractiveness, consideration of interests and needs, feedback, service culture, etc. The study of these factors allows you to better understand the processes of interpersonal communications. Among Hirx, non-verbal communications (i.e., non-verbal or, as they are also called, non-verbal) occupy an important place. They complement and enrich the process of interpersonal communication.

In order to ensure clear and effective brand communications, it is necessary to know and anticipate possible failures in advertising technology.

Interpersonal communications depend on the socio-cultural environment in which they are carried out, including traditions, customs, value orientations, etc. Cultural differences manifest themselves in both verbal and non-verbal communication between the consumer and the brand.

Verbal communications ~ communications using oral speech as a coding system. The advantage of oral communication is speed, spontaneity and the possibility of widespread use of non-verbal signals simultaneously with words.

Non-verbal communications - messages sent without using oral speech as a coding system, using gestures, facial expressions, postures, looks, etc. They act as means of communication only to the extent that their content can be interpreted by consumers.

In non-verbal communication, the following means of communication with the consumer are used:

Expressive movements - postures, gestures, facial expressions, gait;

Visual contact (sight);

Dynamic touches (handshake, patting, etc.).

With the help of verbal communications, information is transmitted, with the help of non-verbal communications, the emotional attitude of the consumer to the brand is formed. The effectiveness of interpersonal communications irenda depends on the presence of feedback. Feedback turns communication into a two-way process.

Components of the brand communication process and their functions

When designing a brand's communication process, it is necessary to take into account the relationship of these functions, otherwise the message will either not get to the right consumer, or will not be understood by him. If at least one of the functions of the communication process is underestimated, the expected result may not be achieved.

One of the features of the communication process is its multi-channel nature: each consumer receives a large number of messages and decrypts them using his "keys". For example, when perceiving a brand, a consumer receives one message from the packaging design, another from the picture on the packaging, a third from the information on the packaging, a fourth from the name, a fifth from the advertising message, a sixth from the price, etc.

The multichannel nature of messages received by the consumer from the brand can give rise to a dangerous situation - the emergence of contradictions between the interpreted messages. Therefore, given the multi-channel communications, you should be careful about brand development.

An analysis of the psychological impact of information on the consumer shows that what is more important for a person is not what they say, but how they say it and what the speaker’s posture, gestures, and facial expressions convey. This information refers to non-verbal communication.

One of the challenges in designing a brand's communication process is the defocusing of messages. The manufacturer, in an effort to attract a buyer, offers new information every time.

information about the consumer properties of the goods. The consumer, receiving various messages, is not able to determine what specific benefit for himself he will receive if he purchases this product. Thus, the main feature should be brand identity, i.e. a unique set of material and meaningful features by which a consumer can identify a given brand.

If a brand offers one quality and value at first, and then another after a few months, then the consumer will be at a loss and will prefer a brand with a clearer and more understandable position.

The combination of explicit and implied messages allows you to achieve the maximum efficiency of the communication process. Promises that are not confirmed in the process of consuming the product are perceived by the consumer as a deceit and lead to a loss of trust in the brand for a long time. The balance between direct statements and subtle hints creates a brand message that is easily understood by the consumer.

Rational elements of the brand are focused on the content of the brand's communications, its offers and promises. Emotional elements, brand feelings - how a brand expresses itself - form the character and style of a brand. Any messages about the brand should harmoniously combine emotional and rational elements. Delicacy and respect, smart and subtle statement can strengthen the consumer's relationship with their brand.

Consumers see an advertisement about a product or hear its name, and they have certain emotions, i.e. impression. These impressions are formed by the brand through the image, feelings, ideas that a person has when he perceives information about the consumer properties of products symbolized by the brand.

The brand image may not reflect the external features of the product, i.e. the brand or its name resembles only something dependent on the consumer properties of the product. The brand image can also reflect the logically formed consumer properties of the product, i.e. evaluative messages about the product that convey the relationship of the brand to the consumer, or its accompanying features through various hints, contexts, subtexts, etc.

The organizational foundations of brand formation require the study of such economic categories as "need", "demand", "supply".

Attention to the content of the category of needs increases with the formation of the value orientation of the brand. The development of various human needs is influenced by many factors:

Economic - the level of development of the country's economy, wages, the direction of domestic socio-economic policy;

Foreign policy - the organization of foreign trade, the establishment of foreign economic relations;

Cultural level of the population;

« socio-psychological.

Needs - the need for something that arises in the process of development of society as a whole, socio-economic groups, as well as its individual members. This means that the needs are the driving force behind the development of the brand, as well as the main factor in its transformation,

2.3 shows the classification of categories of needs. A feature of this classification is that solvent and insolvent needs are singled out in an independent block. In our opinion, the most important point for the formation of the value orientation of the brand is what social group it is oriented to.

The concept of solvent need underlies the category of demand, and at the same time, demand should be distinguished from solvent need, which acts as a need secured by money, but not presented on the market and has not yet taken the form of effective demand. This need is abstract and represents only a real desire to acquire something. Demand is specific in the sense that it is focused on the purchase of a particular product. Comparison of the characteristics of demand and demand allows us to identify the main differences between them:

The object of demand is always a product or service, and the object of need can be any object, and not necessarily expressed in a commodity form, for example, social, spiritual, intellectual needs;

Needs arise and develop along with the development of human society, while demand appears only in the conditions of commodity-money production, as it is characterized by solvency;

Demand and needs are formed and developed under the influence of various factors;

Demand and needs do not coincide quantitatively. Most often, demand is less than demand by the value of its insolvent part; demand may be equal to need, but never more than it.

Thus, if needs express the range of material and spiritual benefits that people need to have for a normal existence under given social conditions, then demand is only those that the population considers it necessary to satisfy based on their solvent capabilities.

Demand as an economic phenomenon can take a variety of forms and types. When studying demand, it is necessary to know all its manifestations due to the fact that in the transition to a market there is no necessary data bank on demand, and the available information does not always characterize demand in full.

When forming a brand, it is necessary to consider problems related to needs, supply and demand, as they fully reflect the specifics of the functioning of the product market. There is a close relationship between supply and demand. On the one hand, emerging needs and demand make demands on the brand, which should reflect the development of the production of products (goods or services); on the other hand, product offerings have an impact on the formation of needs and demand.

An offer is an economic category, which is a set of certain qualitative characteristics of a product intended for sale. The main elements of the offer: the volume and sales of products (in physical and value terms), price dynamics, the structure of the product range, the service life of the product, etc.

Supply and demand in their unity and interconnection constitute a special economic category that characterizes the relationship of the brand with production and consumption. Thus, the brand, expanding the circle of consumers of the product, increases the size of aggregate demand. Analyzing supply and demand as economic categories, as well as the mechanisms of their action, we can come to the following conclusions:

An increase in demand with a constant supply contributes to an increase in prices and a decrease in sales of this product;

An increase in supply with a constant demand leads to a decrease in price and an increase in sales.

Studying the demand, supply and needs of society will determine the needs for products and express value orientations through the brand.

Building brand-consumer relationships

Information about a product or its trademark contained in the Lease affects the consumer, prompting him to take certain actions. At the outset, it is important to build a consumer's emotional attitude towards the brand based on the information provided by the brand, as well as to create a positive feedback between the brand and the consumer.

Positive emotions in the consumer arise either in the process of direct use of goods of a particular brand, or in the process of communicating with advertising, the information of which reflects the nature of the brand. A positive relationship between a brand and a consumer can be expressed as the following sequence: consumer: hears - sees - feels = result associated with the product. Thus, the relationship between the consumer and the brand is formed.

These relationships depend on the perceptions of the buyer and his expectations in obtaining positive emotions from the purchase of goods. \\ Depending on the symbolic content of the brand, three types of relationships with the consumer are possible:

Emotional relationships are formed on the basis of the feelings evoked in the consumer by the brand (positive and negative emotions);

Behavioral relationships can be viewed as consumer actions caused by brand motivation to a practical result, i.e. as an intention to purchase a product;

Rational relationships are formed on the basis of the knowledge, evaluation, persuasion and awareness of the buyer about the brand.

In the process of the functioning of the brand, all types of relationships are closely intertwined. Their harmonious interaction depends on how well the brand symbolism is formed. Ultimately, it depends on the effectiveness and usefulness of the brand.

Factors influencing the mechanism of the relationship "brand-consumer"

The formation of a system of brand relations with the consumer depends on the human factor. The human factor affects

and on the process of forming the brand symbolism, and on the process of its promotion and functioning on the market.

In the system of relations "brand - consumer" the main element is a person, therefore the mechanism of the relationship between the brand and the consumer is probabilistic in nature and depends on many factors.

Value orientations of the individual. When modeling value orientations in brand symbols, it is necessary to take into account:

Value orientations of the individual, on which the orientation of the activity of the individual in relation to the brand will ultimately depend;

The fact that the value orientations of the individual, i.e. its social orientations, beliefs, ideals may change throughout the life cycle of the brand.

Each person has their own value orientations, which are based on generalized ideas and opinions that are significant to him. However, what is valuable to one may be of little value to another. Therefore, it is very difficult to compare and express the value orientation of different people in one symbol.

When forming a brand, it is necessary to highlight the main value orientations of the individual as a consumer, to which he aspires and which he perceives as an important part of his personality.

When analyzing and developing value orientations for a brand, it is necessary to be guided by the areas of activity in which these values ​​are realized through certain keywords, namely: health, culture, well-being, family, recreation, etc.

This approach allows you to build a brand model that will contribute to the formation of a strategic relationship between the consumer and the brand. A brand's advertising message can refer to different values, however, one of them is the leading one, for example, the advertisement "It's good to have a house in the country" symbolizes mainly the values ​​of family and home, and the message about chewing gum - the values ​​of health.

Motivational-need properties of personality. Human needs are diverse, but each person is characterized by a certain system of needs, including dominant and subordinate, conscious and unconscious needs. With a conscious need, a person clearly represents the brand and what he wants to purchase. At the heart of the unconscious need is attraction, i.e. a person only feels that he lacks something and feels a desire to acquire it. The brand communication process enhances the sense of need and increases the likelihood that the buyer will be more motivated to enjoy the purchase of the product.

The motives of human behavior are based on needs. In this case, motives should be understood as the motivating properties of the brand that affect the behavior of a person, as a result of which he acts and acts, i.e. buys products.

The choice of a particular brand is an active process that requires the buyer to logically rethink the information of the brand. To make the right choice, a person must have information that helps him determine his attitude towards the brand. The attitude towards the brand, in turn, is formed on the basis of the value orientation of the brand, which is significant for the consumer, and the attentive attitude of the brand to the consumer. Only in this case, you can count on the respectful attitude of the consumer towards the brand, as this causes positive feelings and emotions in him. Thus, the mechanism of the relationship between the brand and the consumer is implemented through brand motivation, the logical conclusion of which is a loyal attitude towards the brand.

External environment. The interaction of the consumer with the external environment is the emotional self-identification of one's own content with the external features of the product through motives, needs, interests, desires, ideas, preferences and satisfaction.

The appearance of the product becomes a symbol of a person's need, since he emotionally identifies himself with the product. This self-identification is instantaneous, and the consumer instantly measures his capabilities on the basis of ideas and a mental assessment of the correspondence between the appearance of the product and its own content.

In order to correctly identify and model brand attributes, it is necessary to have qualitative characteristics of the brand that satisfy the interests and needs of the consumer.

Various methods of sociological research are used to develop a brand project. First, based on the test

material and marketing communications, the necessary information is collected, which is then analyzed by the research team. Upon completion of the analysis, a brand project is developed that reflects the qualitative characteristics of the product and its external design.

From the foregoing, it can be seen that the search for the necessary product, m.iGop of a certain brand, is an active process in the mechanism of the relationship between the brand and the consumer. The effectiveness of this process depends on the relationship of the consumer with this brand, the rethinking of the information received by the consumer, the consumer's knowledge and ideas about the purpose and quality of the product.

Different products have different quality characteristics depending on their purpose. If the product belongs to the category of food products, then its main attributes are taste, smell, color; if to durable items - reliability, durability, strength, resistance to external influences, safety.

Thus, the qualitative characteristics of the goods are specific and diverse and depend on the purpose of the goods.

The qualitative characteristics of the product differ from the qualitative characteristics of the brand in that they are closely related to the satisfaction of the needs of the individual.

The brand, in turn, is characterized by the following features:

Functional - those that reflect the qualitative properties and purpose of the product in the content of the brand. These signs allow the consumer to identify their consumer interests with the use of the brand;

Social - a trademark that symbolizes the properties of the product and is aimed at meeting the needs of a particular social group;

Individual - value orientations of the brand, aimed at the individual and his interests, in which the brand is identified with its content;

Brand communication is the ability of a brand to evoke emotions and form relationships with consumers.

The effectiveness of the communication process and the life cycle of a brand depend on the interaction of all these features and how delicately they are reflected in its symbol.

Brand building requirements

When building a brand, you must be guided by the following requirements:

Brand attributes should be reflected in the trademark with

taking into account the interests and needs of the buyer;

The external design of the brand should contribute to the creation of communication support for the formation of its relationship with the buyer;

Brand symbolism should be objective and convincing, not rude and intrusive, should not cause negative emotions in the buyer.

The effectiveness of branding depends on how close the relationship is formed between the brand and the consumer. An important role in this process is given to advertising, which informs buyers about the consumer properties of products (goods and services), about the benefits and benefits that will be obtained from using the product of this brand in order to form its popularity and demand. At this stage, the emotional attitude of the buyer to the brand is formed.

The next stage in the process of forming consumer relations with the brand is the study and analysis of the effectiveness of the advertising process, i.e. revealing whether emotional expectations and promises were justified by advertising (purpose, benefit, advantage and benefit of this product). If the buyer's expectations are met, his relationship with the brand is strengthened.

The effectiveness of the brand-consumer relationship depends on the organization of marketing communications, through which trust is formed. The brand must be a person, i.e. possess human character traits, and carry important content for the consumer, causing the latter to desire to enter into a relationship with him. The brand expresses indirectly through the symbol the content of the individual and his interests and needs in the brand, therefore, when forming a brand, it is necessary to study such economic categories as “need”, “demand” and “supply”. -These economic categories are the main factor in the promotion of goods on the market.