Palekhova, L.

Tomilin, Yu.

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eLibrary National Mining University

170Tomilin Yu.Palekhova L., research supervisorNational Mining UniversityTHE BRANDING PROCESSBrand is a popular, easily recognizable and legally protected symbolism of anymanufacturer or product. And Branding is a process of forming a brand image for along period after the formation of surplus value, emotional or rational «promises» abrand or product, making it more attractive to the end user, as well as the promotionof the brand in the market.1. Targeting:• Analysis of the mission of the company or organization (enterprise);• Determine the desired state of the brand (quality, life cycle, competitiveadvantages) ;• Formulation of the measured parameters of the brand.2. Planning the project:• Analysis of available resources (financial, human, knowledge, and so on. D.);• Identify customer teams, participants and performers;• Timing of the project;• Identification of other conditions or constraints.3. Analysis of the current state of the brand (only for existing brands):• Awareness of the brand in the target audience;• Knowledge about the brand target audience;• Brand attitudes of the target audience;• The level of brand loyalty.4. Analysis of the market situation:• Analysis of competitors (assortment, target audience, positioning, promotionmethods, pricing) ;• Sales markets (demand, share, dynamics).5. Formulation of brand essence:• Mission, positioning and brand usefulness for the target audience;• Individually: values, associations, traits, competitive advantages;• The attributes of the brand (name, logo / brand name, character or hero, font,packaging and so on).6. Strategy of Brand Management:• Development of rules for creating marketing materials and a description of theprocedures for the management brand (brand book) ;• Identify for the persons responsible for the development of the brand (brandcustodians) ;• Development of an action plan to promote the brand;• Developing a plan and procedures for monitoring and evaluating theeffectiveness of brand.7. Branding - integrated marketing communications:• Media Plan;171• Production of promotional products;• Placement of promotional products in the channels of communication;8. Monitoring and evaluation of brand effectiveness:• Monitoring of the measured parameters (KPI) brand defined on the first stage;• Comparison of the current state of the brand with the desired;• Correction of strategy or tactics.Topol' A.Pilova K., research supervisorNational Mining UniversityLOYALTY PROGRAMToday, almost any buyer is very difficult to surprise, as they are spoiled, havereliable information about prices, almost forgive missteps (only loyal customer youcan forgive a mistake, but only one single time), and competing firms "attack" on himfrom all sides, offering similar products, and possibly even better.Loyalty Program - is usually a set of marketing solutions for the development ofrepeat sales have already committed to our company to customers in the future.The main goal of any loyalty programs - reducing flow of buyers at least by10%. In such situations often use the well-known Pareto law (80:20). This law isstatistical evidence. Its essence is as follows: 20% of customers provide 80% of theprofits. On the basis of this law, it can be concluded that any loyalty program shouldfocus on these 20%, because the cost of marketing the company to increase thenumber of new customers is usually 11 times the cost of maintaining the loyalty ofcustomers have already won.There are two basic ways to retain customers:1) the creation of conditions which would hinder the transition of "our" customerto a competitor2) every time it is necessary to fully meet all the needs of the client thatsomehow relate to your business.Most firms in creating loyalty programs primarily aim to offer "their" customersonly material benefit, which, in fact, will be a regular discounts. If all the tools torank the loyalty program in the degree of efficiency, the discount will be in last place.The most powerful are those same methods that are based on emotions, causing theclient confidence in the company, you can also offer him the unique privilege, but tomake it look like a kind of homage to the buyer for what he buys our products orservices, it is not in no case should be in the form of banal discounts.Methods:1. Try & buy («Try and Buy"). That being said, "Grandma" method, the oldestand tested. This method draws the attention of a potential customer to a product orservice, while increasing loyalty to the firm.2. Service. To date service - that's it! If the firm does not provide service at theproper level, it risks losing not only lose potential buyers, but also existing loyalcustomers.

THE BRANDING PROCESS

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THE BRANDING PROCESS

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