Improving the effectiveness of brand promotion of products of the automotive market enterprises

The relevance of the research on improving the effectiveness of brand promotion of products of the automotive market enterprises is due to the fact that competition is increasingly increasing in the automotive market. The level of technological development has led to the fact that most automakers present products on the market that are quite similar in terms of functional and technical characteristics. In this regard, the advantage of brand characteristics and brand positioning, which allow us to present the automotive products of a particular manufacturer as the most attractive for a competitive segment of consumers in terms of price positioning, functional and emotional benefits, shared values, is distinguished from the competition. This requires regular measures to promote the car brand, so that it is relevant to the current market situation, the needs and interests of consumers, and the actions of competitors. The difficulties of promoting the brand in the automotive market are due to the fact that most of the brands in it are global, so brand promotion is often carried out according to a complex scheme, which also involves subsidiaries and dealerships of the brand in specific countries. There are also difficulties associated with the need to simultaneously preserve the overall brand identity, but also adapt brand characteristics to a specific market.