Бренд-стратегія компанії: значення та етапи

Abstract

It has been researched that one of the main conditions of a company's competitive advantage is building long-term relationships with consumers and forming a stable pool of loyal customers. That is why for most companies, the priority is to build strong brands. The main stages of creating a business strategy are identified: awareness of the aspirations and ambitions of the owner, market and competitor analysis, brand / portfolio audit, rethinking the target market, developing or adjusting brand positioning, optimizing brand architecture and creating a new assortment concept, developing and communicating promotion strategies.