Branding as a sublimism of product policy regarding marketing communications

Lokhman, Natalya and Лохман, Наталя Володимирівна and Лохман, Наталья Владимировна and Beridze, Tatyana and Берідзе, Тетяна Михайлівна and Беридзе, Татьяна Михайловна and Лохман, М.О. and Чокоі, Д.А. (2023) Branding as a sublimism of product policy regarding marketing communications. Вісник ДонНУЕТ (1(78)). pp. 21-29. ISSN 2079-4819

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Abstract

The article examines the essence of the concepts of "commodity policy", "branding", "marketing communications" as conditions for the sublimation of commodity policy within the framework of marketing communications through branding. Based on the scheme "The place of branding as the sublimation of product policy within the framework of marketing communications", it is stated that an effectively formed and implemented branding strategy within the framework of product policy will act as an effective method of communication for a long time, "bypassing" significant efforts and unnecessary costs by creating a long-term communication with consumers on the basis of the values embedded in the brand that are relevant for consumers. The rule of branding is formulated as sublimation of product policy within the framework of marketing communications: "Create outstanding goods / services under recognizable brands, and consumers who need such goods / services will find them themselves in communication networks." As part of the implementation of the proposed rule, key trends in the "Commodity policy - branding - marketing communications" system are highlighted, which differ depending on the type of goods / services and the priorities of the business entity's commodity policy.

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