Brand dichotomy: the basic features of conception and concept differentiation

In modern society, the key condition of determination of the functioning efficiency of the company in information space is meeting the expectations of consumers. The absence of the relevant communication engenders the risk of irregular resources distribution and lost profit appearance, so there is a necessity of investigating the brand structure in order to gain knowledge and skills of influencing consumer preferences by managing brand’s elements. The article is devoted to the problem of analyzing the brand’s constituents and finding out their place in formation of a holistic image of the company. Key characteristics of brand’s conception and concept, their similarities, differences, and the role of competent developing of these elemental structure’s aspects in efficient communicative policy forming are analyzed in this article. Special attention is paid to considering examined terms within the context of providing corporate identity of the organization in order to increase its recognizability in target customers’ minds. The results of this research contribute comprehension of structure elements of brand forming peculiarities and functions in order to concentrate proper attention on their developing and accurate resource distribution during creating and maintaining successful company’s image on the market.