BRAND MARKETING COMMUNICATION SYSTEM IN PROMOTING THE BRANDS OF TRADING COMPANIES

Abstract

In the article the system of brand marketing communications is considered as an important instrument in advancement of brands of trade enterprises. The analysis of influence of advertisement activity on development of brands is conducted and it is found out, that the system of communications of brand management is one of the most important functional constituents of branding process. It is well-proven that the effective tool of the general system of brand management is totality of brand marketing communications, where influence of one instrument strengthens an action other, that provides efficiency of all totality the complex of interconnected elements. It is educed that must be based the brand marketing of communication on the certain type of market, certain strategy of advancement, character of brand, results of analysis of target audience, and also to take into account architecture of brand. It is indicated authors on importance of the use of direct realization of brand marketing communications through an advertisement, propaganda, sales, stimulation of consumers promotion, sponsion, personal sale, sales promotion, direct response marketing. Further researches will be sent to the detailed study of the system of brand marketing communications in advancement of brands of trade enterprises by means of the digital marketing.