PR-TOOLS IN THE BRAND MANAGEMENT SYSTEM
Abstract
The article considers PR-tools in the context of forming a positive brand and image of the organization. A positive reputation, created with the help of PR tools, also positively affects all company activities, ensuring a stable position and high competitiveness in the long term on the market. The article analyzes and substantiates the importance of using modern PR-tools for the organization. Indicators characterizing the effectiveness of the use of PR-tools are also presented. It is determined how PR-tools will contribute to the creation of a positive image of the organization and its interaction with various audiences. The most popular KPIs in this direction are characterized. It is defined that branding includes the creation of a unique name, image and identity for a product or company in order to stand out in the market and create attractiveness for consumers. Indeed, this process often involves advertising campaigns that use a consistent theme to reinforce the brand image. It is also important to consider that branding is more than just creating a logo and advertising campaigns. It also includes defining the brand's values, its mission and the promises it makes to consumers. A brand should be a reflection of what a company or product stands for and how it stands out from the competition. The main task of PR is to increase brand awareness and strengthen trust in the company. This task can be achieved with the help of various strategies and approaches that contribute to the positive perception of the organization and the formation of difference in the eyes of the audience. The given classification of PR-technologies helps to get a better idea of the variety of approaches in the context of creating a positive brand of the organization. Development of a PR-lan takes place within the framework of an integrated marketing strategy. Simply put, when the main task is to sell something, PR support can take a separate line to facilitate the achievement of the main marketing goal. When developing such a PR-plan, you should consider the budget and format. A detailed study of such aspects as working with mass media, internal and external PR-activities can help determine which specific actions and tools can be used to achieve the goal of creating a positive brand of the organization.
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