Основные модели формирования бренда организации

The article discusses the concept of “Brand” in the meaning of the highest stage of image development, since it is he who forms loyalty and fame, helps to form a certain function of “kinship” with the consumer. The analysis of the main models for the formation and development of an organization’s brand is carried out, among which the “Brand Wheel” model, which consists of the most important components of the brand development process, is an approach to understanding the brand, dividing it into five categories: attributes, benefits, values, personality, brand essence; the “TTV” methodology, according to which there are several factors influencing the consumer that form the impression of the brand: product, manufacturer, packaging, advertising, price, competitors, consumer; the “Unilever Brand Key” model, which is divided into three categories: market, brand, product; the “Brand Name Development Services” model, according to which the foundation for building a brand is positioning is the development of the company’s offer and image; the Zozulev model, following this concept implies that the formation of a brand will be considered as a long-term investment that requires constant investments and adjustments depending on market fluctuations.