STUDY OF THE EFFECTIVENESS OF ENTERPRISE BRAND PROMOTION IN THE FAST MOVING CONSUMER GOODS MARKET
Abstract
The article examines the experience of one of the largest alcohol holdings in Eastern Europe - Bayadera Group, in particular, the successes and failures in promoting the Kozatska Rada brand. Objective. The purpose of the study is to determine the effectiveness of the brand promotion strategy in the fast moving consumer goods sector, with a focus on specific methods and results that ensure brand success in a competitive market. An analysis of recent research and publications shows that brands that actively integrate elements of national identity and adapt to the specifics of different markets have greater potential for growth. In the case of the Cossack Council, the change of the logo after the outbreak of the war in Ukraine confirmed the importance of timely response to political and social changes. The results of the study show an increase in spontaneous brand awareness, although the share of new consumers remained unchanged. The article also presents conclusions on the importance of brand awareness as an integral indicator of the success of marketing strategies. It is determined that increasing brand awareness helps to strengthen brand confidence, which in turn increases sales efficiency. A number of methods for assessing brand awareness are considered, including surveys, analytical data and social media monitoring. It is found that in order to achieve long-term success, it is necessary to use an integrated approach to marketing communications, including targeted advertising, partnerships and SEO optimization. The article also discusses common mistakes that companies can make when trying to increase awareness and suggests ways to avoid them. Scientific novelty. The study's conclusions include practical advice for improving marketing strategies and increasing the effectiveness of communication campaigns. Practical significance. Thus, the study underlines the importance of a strategic approach to brand promotion and demonstrates how adapting to changing market conditions can significantly affect the effectiveness of marketing campaigns.
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