Integration of a B2B brand of the premium segment into a profile event as an effective tool for a promotion strategy

The article is devoted to identifying the problems of interaction between B2B brands and the target audience in the process of brand integration, as well as the search for working tools in the promotion strategy. The authors offer the opportunity to get acquainted with the process of brand integration in a profile event. The article provides an example of the implementation of the integration of the premium building materials brand "ODIN" into the MosBuild 2022 event. The authors also concluded that the effectiveness of using this tool as part of a promotion strategy.