BRAND – A TOOL FOR MARKETING MANAGEMENT OF THE COMPANY'S IMAGE

Abstract

The article examines the brand as a marketing tool for managing the company's image. The brand is considered as an idea of value for the consumer, which is offered by the company to meet his needs, a scalable and sustainable message that resonates with the company as it grows and expands. The article examines the definitions of “trademark”, “trade mark” and “brand”, which are closely related but not identical. The most common definitions and types of company brand are considered. The author distinguishes media content as a fundamentally new, specific product and the result of the development of society's informatization. Media companies, as producers of specific content, make a profit by distributing it and providing advertising and marketing services to other companies. The media market is considered as a platform for dissemination of political, economic, cultural, scientific, and entertainment information, as well as for creation of relevant content. The brand of a media company helps to stand out among others, builds trust and loyalty of the audience, contributes to the success of the company and has a great impact on the image. A media company's brand helps to stand out among others, builds trust and loyalty of the audience, contributes to the company's success, and has a great impact on its image. The features of a media brand are highlighted, based on the classification available in the scientific literature, as well as the rational and irrational components. It is noted that the perception of a brand as an intangible substance, namely, a feeling, a symbol, emotional benefits, etc. is incorrect in the context of accelerating transformational processes in the economy. In today's conditions of a company's operation and development, a brand is an important intangible resource, a tool capable of influencing the company's image and, at the same time, improving its financial position and contributing to increased competitiveness in the market. Special attention is paid to the functions of the brand as a marketing tool of the company. The role of the brand for the manufacturer and the consumer is investigated. Conclusions are drawn about the brand as a management tool with a great, almost unlimited potential.