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BRENDNIG AS A MARKETING TOOL FOR ASSESSMENT AND QUALITY MANAGEMENT

Annotation

The article gives a terminology analysis of the concept «branding» for compliance with the principles of quality management concept. It is allowed to determine tendencies of change in branding content in the foreign and domestic scientific literature. It is proved that the brand is perceived on the base stage as an indicator of the promised quality. The psychological aspect of the perception shown as a reference, which form a set of consumer requirements for product. Customer satisfaction, consequently, the quality perception is formed at the level of psychology. This fact is noted in most of branding definitions that encountered in modern scientific sources. The basic task of branding as a marketing tool evaluation and quality management is the formation of emotionally saturated relationship to the branded consumer proposal. The conclusion is drawn that the brand creates quality goods at four levels: functional, individual, social and communicative. If the first two levels emphasize existing product quality and brand actually serves indicator of the quality, but the social and communicative quality is formed at the level of the psychology of the brand and the consumer, and is not associated with the technical characteristics of products. Thus the use of branding not only corresponds to the concept of management of quality products but also serves a key element of competitive advantage.

Keywords

branding; quality management; marketing aspects of quality

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Pages

94-98

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