| Abstract [eng] |
The Relevance of the paper. The brand name is the most durable of company‘s assets creating added value and helping to gain a competitive advantage in the market. Though creating a successful brand is not as easy as it seems. This requires not only original ideas but also a considerable investment because the brand-building is a continuous process. In other words, it is not enough only to create a brand name of the product. Constant competition and changes in consumer demands force the analysis of brand name structure and makes it take certain decisions on the enforcement of the brand building. Nowadays television, radio, magazines, the internet and other mass media can cover a large audience of consumers, though commercial campaigns cost a fortune. However companies do not ussually receive an expected feedback. Thus, there is an increasing demand to find out the right way of brand name building program which encourages choosing exactly this brand name for the consumer and also how to use the opportunities of new infomational technologies and in this way to reach as wider audience as possible with minimal cost and to acquire desired rezults. The object of the paper- the brand name in social networks. The aim of the paper- to examine and evaluate the opportunities of brand name strengthening in social media. Set goals in order to achieve the aim of the paper: 1. To analyze the brand and the methods of the brand strengthening. 2. To analyze the communications of the integrated marketing. 3. To analyze the possibilities of social media in the brand communication. 4. To create a theoretical model of the brand strengthening opportunities using social media. 5. Empirical testing of the theoretical model of the brand strengthening opportunities using social media based on example of „Tūta“ brand name. The main results of the investigation. The survey of the questionnaire indicates that the choices of sportswear is influenced by the evaluation of the quality and exclusive desigh. The decision to make a purchase is highly influenced by television commercials, personal recommendations and advertisements on the internet. The survey of the questionnaire shows that TUTA provides customers with added value and the actual brand name value complies with the proposed in the commercials, as well as the majority of respondents recommends TUTA for their close relatives. The majority of the respondents use social networks where they would like to get the current information, ask relevant questions, as well as get “informal“ information about the staff, the process of manufacture, etc. According to the opinion of experts, the rezults of the commercial in social networks depend on the achieved target audience. The communication and advertising of the brand name in the social network can increase the brand name awareness and form certain associations, though it has not necessarily influence the scale of the sales. The paper consists of introduction, three major parts and conclusions. The main material is described in 53 pages, including 14 tables and 26 pictures. There are also 5 annexes presented. |
