CURRENT TRENDS IN THE TRANSFORMATION OF THE BRAND COMMUNICATIONS SYSTEM

Abstract

The article is devoted to the topical issues of defining and clarifying the essence, structure and role of brand communications in the market activities of brand owners. The main approaches to understanding brand communications are analyzed and systematized. The reasons for the multiplicity of approaches and their transformation are determined. The use of the following main approaches to understanding brand communications is proposed: communication, functional, subject-object, process, level, professional-industry, etc. If we use the communication approach in the definition, then brand communications can be considered as one of the types of social communications aimed at forming relationships between the brand and its target audiences by transmitting information about the brand, providing emotional and pragmatic influence on the recipients of brand communications in achieving the goals defined by a specific brand strategy. The article analyzes the structure of the brand communications system. It is concluded that it is in dynamic development. In the process of branding evolution, certain media of brand communications change their role and significance. This was confirmed by the analysis of the use of the tools of the synthetic media “permanent stationary communication projects” conducted in the article. The following arguments support the classification of the mentioned media of brand communications as synthetic media: the presence in its tools of elements of such media of brand communications as: advertising, public relations, direct marketing, exhibitions, event marketing, integrated marketing communications at points of sale, promotions, etc. An analysis of the practice of this type of communications allows us to identify specific communication characteristics of this synthetic media: stationary location and permanent mode of activity; high level of segmentation of the target audience; high efficiency in terms of communicating the corporate values of the brand; voluntary nature of communication on the part of visitors; long-term communication effect, interactive nature of some communications; relatively low average cost of one contact, etc.