student
The issue of competition among economic entities is one of the main foundations of their functioning. Each firm needs to establish its position in the market, and this can be achieved by attaining competitive advantages, one of which is the brand. A brand represents a set of perceptions in the consumer's mind, certain values aimed at influencing the target audience, as well as collection of unique characteristics and traits inherent to a specific entity that distinguish it from competitors. A well-developed brand can attract consumer attention, ensure their loyalty, and provide its owner with power over the market. This research aims to analyze the role of the brand in competitive struggle and the ways to conduct it. The conclusions drawn in this work can serve as a basis for understanding the functioning of brands, while the suggestions are aimed to promote brand development in Russia.
competition, brand, branding, marketing wars, small and medium-sized enterprises.
1. Ivanov, I. N. O proizvodstvennom potenciale malogo i srednego biznesa / I. N. Ivanov, L. V. Orlova // Vestnik Samarskogo gosudarstvennogo ekonomicheskogo universiteta. – 2024. – № 10(240). – S. 67-74.
2. Kovalev, A. A. Mnogofaktornoe vliyanie brenda na potrebitel'skuyu loyal'nost' / A. A. Kovalev // Vektor ekonomiki. – 2023. – № 1(79).
3. Kolmykov A. N. Brend kak marketingovyy instrument v konkurentnoy bor'be // E-Scio. - 2019.
4. Kotel'nikova A. S. Strategicheskoe upravlenie brendom // Mezhdunarodnyy zhurnal gumanitarnyh i estestvennyh nauk. - 2023. - №11-2(86). - S. 104-108.
5. Kustova, E. M. Osobennosti sozdaniya i razvitiya brenda v usloviyah konkurencii / E. M. Kustova // Sovremennaya ekonomika: problemy i resheniya. – 2022. – № 5(149). – S. 84-93.
6. Mahiyanova A. V., Paranina A. A., Valieva E. R., Valieva E. R. Vybor brenda potrebitelyami: ocenka faktorov vliyaniya // Moskovskiy ekonomicheskiy zhurnal. - 2022. - №5. - S. 670-675.
7. Rays E., Traut D. Marketingovye voyny. - SPb.: Piter, 2019. - s. 131
8. Sazhin, P. E. Realizaciya marketingovoy strategii - vazhneyshiy faktor v razvitii predpriyatiya // Vestnik nauki. - 2020. - №6(27). - S. 126-130.
9. Skripnik, O. B. Pravovye osnovy integracii cifrovyh tehnologiy v sferu antikrizisnogo upravleniya / O. B. Skripnik // Zhurnal rossiyskogo prava. – 2024. – T. 28, № 10. – S. 118-129. – doi:https://doi.org/10.61205/S160565900029950-9. – EDN JJMCEC.
10. Chernysheva A. M., Degtereva E. A., Zobov A. M. Rol' regional'nyh brendov v pozicionirovanii nacional'nogo brenda Rossii s uchetom sovremennoy geopoliticheskoy situacii // Prakticheskiy marketing. - 2023. - S. 25-30.
11. Yanenko, M. B. Teoreticheskie osnovy brendinga, orientirovannogo na identichnost': rynochnyy i resursnyy podhody k brendingu / M. B. Yanenko, L. A. Mironova // Nauka i biznes: puti razvitiya. – 2020. – № 12(114). – S. 278-280.
