Brand as a Stimulus for Effective Communication

Nadiia Lysytsia Simon Kuznets Kharkiv National University of Ekonomics, 9A Nauky Ave., Kharkiv, 61166, Ukraine, nmva0908@gmail.com http://orcid.org/0000-0001-8726-1331

Keywords: brand, effective communication, brand strategy, brand name, business mission, brand mission

Abstract

The article deals with the problems of creating new effective communication. The main idea is to find the stimulus for effective communication. To discover these stimuli for effective communication one should use brand. Such tasks should be solved; to position effective communication in business; to present the structure of brand focusing on the significance of the brand name; to analyze different brand strategies; to suggest the main brand strategy for effective communication. Brand structure suggests new ideas. The needs of consumers orient at approaches to new tendencies in contemporary communication. These approaches can be identified as brand strategies. The main brand strategy is the coordination of business and brand mission.

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Author Biography

Nadiia Lysytsia, Simon Kuznets Kharkiv National University of Ekonomics, 9A Nauky Ave., Kharkiv, 61166, Ukraine, nmva0908@gmail.com

Doctor of Science (Sociology), Professor of economics and marketing department

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