Methodical Approach to the Implementation of Brand Management Procedure in Non-Commercial Sector Organizations

  • Olena Parkhomenko V. N. Karazin Kharkiv National University 1, Mironositskaya Str., Kharkiv, 61002, Ukraine https://orcid.org/0000-0002-6492-6836
  • Tetiana Koval V. N. Karazin Kharkiv National University 1, Mironositskaya Str., Kharkiv, 61002, Ukraine
Keywords: Brand, Branding, Brand Management, Brand Audit, Brand Attributes, Brand of Non-profit Organization

Abstract

The article is devoted to the formation of a methodical approach to the implementation of the brand management process. The essence of the concept of «brand», «branding» and «brand management» was disclosed, the stages of brand management were mentioned. A distinction is made between brand management and branding. Branding as a brand building process is part of brand management – the entire brand management process. Also, the article reveals the differences in brand management of commercial and non-profit organizations, because the brand’s role for the organization determines the importance of components for the brand and for the brand management process. In view of the differences, the article proposes an author’s conceptual model of brand management stages, which is designed to systematize and deepen the methodology of brand management of non-profit organizations as a holistic brand management system. This model implies the consistent implementation of the steps in order for the organization to become a brand. The created concept has 5 blocks: unit of purpose formation, analysis of the current state, brand audit, branding procedures, management of the created brand. The article describes in detail the mentioned stages and gives recommendations on their implementation. The goal-setting unit is very important as it defines the organization’s mission, which should be taken into account at all stages of brand management. The analysis of the current state is carried out by the organization, which has already spent some time working in the market, and have a certain audience that should be investigated. The brand audit, according to the proposed structure, can be conducted from time to time by organizations to respond promptly to problems and to alert them in a timely manner. Only after all research the organization can begin the branding process and develop positioning. The branding procedure in the article reveals the management of the brand. It is important to monitor performance and make changes in the presence of identified problems.

Downloads

Download data is not yet available.

References

Aaker, D. (2003). Brand Leadership: A New Branding Concept [“Brend-lyderstvo: novaya kontseptsyya bréndynha”]. M.: Yzd. dom Hrebennykova.

Gad, T. (2004). Creation brand [“Sozday svoy brend”]. Sankt-Peterburh: Neva.

Veleschuk, S. (2008). Brand management in strategic development of enterprises: author’s abstract. dis. for obtaining sciences [“Brend-menedzhment v stratehichnomu rozvytku pidpryyemstv : avtoref. dys. na zdobuttya nauk”]. Kyiv: National University of Technology and Design.

Starostina, A., Chervanov, O. and Zozuliev, A. (2002). Marketing. Training manual [“Marketynh. Navchalʹnyy posibnyk”]. Kyiv: Znannya-Presa.

Prihodchenko, Ya. (2011). Model of the brand of the enterprise in the conditions of marketing orientation [“Modelʹ brenda pidpryyemstva v umovakh marketynhovoyi oriyentatsiyi”]. Innovatsiyna ekonomika, 21, pp. 169–174.

Bezrukova, N. (2014). Features of brand management in transnational corporations [“Osoblyvosti brend-menedzhmentu v transnatsionalʹnykh korporatsiyakh”]. Efektyvna ekonomika, 2. [online] Available at: http://nbuv.gov.ua/UJRN/efek_2014_2_24 [Accessed 17 Oct. 2018].

Shulgina, L. and Leo, M. (2011). Branding: theory and practice (on the example of commercial real estate) [“Brendynh: teoriya ta praktyka (na prykladi ob‟yektiv komertsiynoyi nerukhomosti)”]. Kyiv-Ternopil: Aston, 2011.

Gulya, Yu. (2015). Theoretical and methodological principles of branding and brand management of enterprises [“Teoretyko-metodolohichni zasady brendynhu ta brend-menedzhmentu pidpryyemstv”]. Visnyk Khmelʹnytsʹkoho natsionalʹnoho universytetu. Ekonomichni nauky, 5(1), pp. 229–235. [online] Available at: http://nbuv.gov.ua/UJRN/Vchnu_ekon_2015_5(1)__49 [Accessed 26 Oct. 2018].

Kylander, N. and Stone, C. (2012). The role of brand in the nonprofit sector. Stanford Social Innovation Review, 10(2), pp. 35–41.

Morgun, N. (2014). Branding: Definition and Models of Brand Development [“Brendynh: vyznachennya ta modeli rozrobky brenda”]. Upravlinnya rozvytkom, 5, pp. 44–46. [online] Available at: http://nbuv.gov.ua/UJRN/Uproz_2014_5_22 [Accessed 24 Oct. 2018].

Zozulov, O. And Nesterova, Yu. (2006). Branding Models: Classification and Short Description [“Modeli brendynhu: klasyfikatsiya ta stysla kharakterystyka”]. Marketynh v Ukrayini, 6, pp. 44–49.

Published
2019-03-23
How to Cite
Parkhomenko, O., & Koval, T. (2019). Methodical Approach to the Implementation of Brand Management Procedure in Non-Commercial Sector Organizations. Social Economics, 56, 151-159. https://doi.org/10.26565/2524-2547-2018-56-15
Section
SYSTEMS AND MECHANISMS FOR MANAGEMENT AND ADMINISTRATION OF SOCIAL ECONOMICS