BSU bulletin. Economy and Management
Bibliographic description:
, , METHODS AND TOOLS FOR DEVELOPING A CORPORATE IDENTITY IN HIGHLY COMPETITIVE MARKETS // BSU bulletin. Economy and Management. - 2021. №1. . - С. 21-34.
Title:
METHODS AND TOOLS FOR DEVELOPING A CORPORATE IDENTITY IN HIGHLY COMPETITIVE MARKETS
Financing:
Codes:
Annotation:
After the introduction of anti-sanctions by Russia in relation to some foreign prod- ucts, the promotion of import substitution in order to implement measures to achieve eco- nomic growth of the country becomes relevant. The article discusses measures to implement the tasks of a modern marketer, which consists in creating a competitive in-house brand and developing a new recognizable, dominant and life-affirming name. The sanctions against Russia in general and Russian companies in particular can serve as a basis for raising the level of domestic production and attracting consumers to domestic products. For this, it is necessary not only to develop a "domestic quality guarantor", but also to make this product the more recognizable and popular.
Keywords:
corporate identity; in-house brand; sanctions; highly competitive markets; trademark; colour scheme and graphic design of corporate documentation.
List of references:
Article.pdf