Методичні засади проведення бренд-аудиту

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dc.contributor.authorЗозульов, Олександр Вікторович
dc.contributor.authorГлоба, Марія Сергіївна
dc.date.accessioned2024-03-27T12:52:25Z
dc.date.available2024-03-27T12:52:25Z
dc.date.issued2024
dc.description.abstractРозглянуто науково-методичні положення проведення бренд-аудиту для торгівельних марок підприємств. Визначено зони проведення бренд-аудиту. На основі аналізу ролі бренду наведено авторську класифікацію типів бренд-аудиту, що можуть проводитися на підприємстві. Систематизовано можливі наявні активи бренду та проказано їх зв'язок із ринковими формами торгівельної марки. В залежності від типу аудиту визначено предмету складову бренд-аудиту. Проаналізовано існуючі методики проведення аудиту бренду. На основі проведеного аналізу було сформовано авторську схему проведення бренд-аудиту.
dc.description.abstractother. The article shows that the brand is one of the main assets of the enterprise, which creates a kind of bridge between the consumer, his consciousness, and other assets of the enterprise that ensure the production of goods. This necessitates the development of scientific and methodical principles of brand audit. For the analysis of brand assets in the process of brand audit, the distinction between the concepts of name, brand and strong brand was considered. Name is the primary step in the formation of the market form of a trademark. A brand is a differentiated brand, that is, a brand that has stable associations in the mind of the consumer with certain tangible or intangible properties or benefits. A power brand is a brand that exerts an imperative influence on the behaviour of target consumers. Due to the combination of social and psychological effects, personalization and representation, such a brand becomes an independent object that forms and has its own socio-cultural environment, history and life. The conducted analysis of the essence of the market forms of the trademark made it possible to determine the socio-psychological effects on which they are based and to show the connection with the types of its assets of the trademark. The analysis of publications and the essence of the socio-psychological influence of the brand on consumer behaviour allows possible existing assets of the trademark: recognition (self-seeded and with a hint during the survey during marketing research); loyalty (behavioural and psychological); commitment (including marketing evangelism as an extreme form of commitment, when the consumer is not only loyal to the brand, but also takes on the function of product promotion); differentiation (presence of stable associations with the brand); imperativeness of influence (a higher form of influence, which involves an imperative influence on the behaviour of the target audience); brand social capital (brand social assets that provide the brand with additional competitive advantages in the form of memes, social scripts, social identification and communication, facilitating innovation, etc.). It was determined that the conduct of the brand audit involves the determination of the following elements: the area of the conduct of the brand audit; the subject of a brand audit; brand audit model; structural and logical scheme of conducting a brand audit. Two zones of brand audit are distinguished Internal, "brand inventory" - to provide a current, comprehensive description of all marketing activities of the company related to the brand. External audit of the brand, "brand exploratory" - aimed at researching consumers, their attitude to the brand, with the aim of better understanding the source of the brand's equity capital, as well as possible barriers to development. The article also defines the subject of a brand audit depending on management, process and competitive waste before its implementation. A structural and logical scheme for conducting a brand audit was formed, which includes the following logical blocks: determination of the type and zones of the brand audit, analysis of the marketing environment, diagnosis of the current state of the brand and its environment, strategic brand audit, operational audit. . The article shows that the brand is one of the main assets of the enterprise, which creates a kind of bridge between the consumer, his consciousness, and other assets of the enterprise that ensure the production of goods. This necessitates the development of scientific and methodical principles of brand audit. For the analysis of brand assets in the process of brand audit, the distinction between the concepts of name, brand and strong brand was considered. Name is the primary step in the formation of the market form of a trademark. A brand is a differentiated brand, that is, a brand that has stable associations in the mind of the consumer with certain tangible or intangible properties or benefits. A power brand is a brand that exerts an imperative influence on the behaviour of target consumers. Due to the combination of social and psychological effects, personalization and representation, such a brand becomes an independent object that forms and has its own socio-cultural environment, history and life. The conducted analysis of the essence of the market forms of the trademark made it possible to determine the socio-psychological effects on which they are based and to show the connection with the types of its assets of the trademark. The analysis of publications and the essence of the socio-psychological influence of the brand on consumer behaviour allows possible existing assets of the trademark: recognition (self-seeded and with a hint during the survey during marketing research); loyalty (behavioural and psychological); commitment (including marketing evangelism as an extreme form of commitment, when the consumer is not only loyal to the brand, but also takes on the function of product promotion); differentiation (presence of stable associations with the brand); imperativeness of influence (a higher form of influence, which involves an imperative influence on the behaviour of the target audience); brand social capital (brand social assets that provide the brand with additional competitive advantages in the form of memes, social scripts, social identification and communication, facilitating innovation, etc.). It was determined that the conduct of the brand audit involves the determination of the following elements: the area of the conduct of the brand audit; the subject of a brand audit; brand audit model; structural and logical scheme of conducting a brand audit. Two zones of brand audit are distinguished Internal, "brand inventory" - to provide a current, comprehensive description of all marketing activities of the company related to the brand. External audit of the brand, "brand exploratory" - aimed at researching consumers, their attitude to the brand, with the aim of better understanding the source of the brand's equity capital, as well as possible barriers to development. The article also defines the subject of a brand audit depending on management, process and competitive waste before its implementation. A structural and logical scheme for conducting a brand audit was formed, which includes the following logical blocks: determination of the type and zones of the brand audit, analysis of the marketing environment, diagnosis of the current state of the brand and its environment, strategic brand audit, operational audit.
dc.format.pagerangeC. 162-179
dc.identifier.citationЗозульов, О. В. Методичні засади проведення бренд-аудиту / Зозульов О. В., Глоба М. С. // Маркетинг і цифрові технології. – 2024. – Том 8. – № 1. – C. 162-179.
dc.identifier.doihttps://doi.org/10.15276/mdt.8.1.2024.11
dc.identifier.orcid0000-0001-7087-2080
dc.identifier.orcid0009-0006-3753-9343
dc.identifier.urihttps://ela.kpi.ua/handle/123456789/65798
dc.language.isouk
dc.publisher.placeОдеса
dc.relation.ispartofМаркетинг і цифрові технології
dc.subject.udc339.13.024
dc.titleМетодичні засади проведення бренд-аудиту

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