Особенности современного управления брендами

Экономика и управление в машиностроении. 2019. Т. 66. № 6. С. 37–43.

Устинова О. Е., Карпова С. В., Kazakov S. P.

The article discusses the features and problematic issues that arise in brand management, taking into account the research conducted on differences in the emotional connections types among consumers. The article reveals the motivation factors of various consumers segments, primarily through the regular customers motivation analysis. The authors discuss the question of how to estimate the share of customers' spending on a particular brand. The indicators of satisfaction, loyalty and the relative rating of the company's products in the eyes of the consumer are evaluated. Special attention is paid to the luxury goods branding. Consumers of luxury goods began to flaunt expensive things less, we can talk about the so-called "unobtrusive luxury". According to the authors, the change in consumer preferences towards modesty will be long-term, not cyclical.

Keywords: брендинг, лояльность, бренд, мотивация, потребитель, motivation, branding, brand, loyalty, consumer, luxury goods, элитные товары