BRAND MANAGEMENT METHOD AT THE REGIONAL CONSUMER MARKET

Abstract

Aim: To offer methodological principles of brand management relating to brand management procedures formation at the regional market. Methods: The methodological framework is global and domestic theory and practice, methodological and methodical materials on considering concepts related to the field of brand management. In the course of research scientific works of national and foreign experts on branding and brand management were used. Results: In the proposed method the basic and main step of the company in entering the regional market is the assumed division of customers into 4 groups according to certain parameters: developing, key, strategic and supporting. This division is necessary for understanding which part of the shipped goods should be provided as costs to promote company products in the regions. Then, parameters for the company to segment the regions were described: consumer spending structure in the given region, distribution network in the region, development level of the region (network and non-network retail), delivery costs in the region and the company work period in the region. After that, the ways to implement the method at the enterprise were demonstrated. Scientific novelty: The article examines the author''s idea of brand management process of at the regional market. Also, methods and brand management model based on this process are developed for the company''s trademark to enter the regional markets. Ways of dividing regions according to certain criteria and marketing budget distribution among these regions are described.