Communication support the brand enterprises in the retail trade

The article is devoted to the disclosure of the modern practice of communicative support of the brand of a retail enterprise. It reveals the problems and opportunities, as well as presents the main components of the theoretical model of brand communication support for retail enterprises. The article also discusses the main methods and principles of enterprise brand support used in Russia and in the world, provides a competitive analysis of the domestic retail market and considers the main factors of environmental influence on brand communication support, as well as analyzes the advantages and disadvantages of brand communication support for the Pyaterochka enterprise. At the end of the article, the main directions for improving the effectiveness of communication support for the brand in question are given. It is noted that the advantages of communication support for the Pyaterochka brand are that the company currently uses the most effective media channels and their corresponding media carriers, which include various formats (both standard and more specific for the retail market). This choice is explained by the high indicators of coverage, frequency of impressions, and return on investment in advertising using the above tools.