СПЕЦИФІКА ВИКОРИСТАННЯ МАРКЕТИНГОВОЇ ІНФОРМАЦІЇ ДЛЯ ФОРМУВАННЯ БРЕНДБУКІВ
Journal Title: Science Review - Year 2017, Vol 2, Issue 7
Abstract
A brandbook is one of important element for creating the effective brand. Brandbook is the official corporate internal corporate document that contains the main information about the brand. In accordance, the marketing information component is decisive for the formation of the brandbook. The main purpose of marketing information is the gathering data about company's management and the external marketing environment. There is the effective analysis and ordering system of decision for brand management. Enterprise's brandbook should to includes: the description of the history and common vision of the brand, the description of the basic principles of the brand on the market; the main characteristics of the target audience; the description of character, logo, tone and style in communication of brand with the consumers; the basic principles of marketing programs and relationships with social media; the rules and examples of the use of the logo; color palette requirements; image requirements etc.
Authors and Affiliations
Г. В. Охріменко
Keywords
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