Abstract

The aim of the article. The importance of communication in formation brand industrial enterprise is defined in the article. The essence of the concept of “brand-focused communications management system” and the purpose of such an approach to the management of marketing communications company are investigated. The mechanism of brand-focused communications management system is proposed and it is explored its components. Peculiarities management functions arising from the implementation of an industrial enterprise brand-oriented management communications system are analyzed. The results of the analysis. The research highlights the importance of communication in the formation of industrial enterprise brand. The model of the brand is depicted through the use of enterprise-oriented brand communications. The mechanism of brand-focused communications management is suggested and investigation its components is realized. Specific of the proposed brand-focused communications management system of industrial enterprise are: harmonization objectives and brand communications within target subsystem; integration of principles and criteria brand-focused management into management subsystem, allocation role of corporate culture for brand-focused communication management. Conclusions and directions of further researches. Thus, peculiarities of management functions arising from the implementation of an industrial enterprise brand-focused management communications are investigated. Future research requires additional research defining of principles of brand-focused communications management of enterprise that will ensure such impact communications when each type of marketing communication strengthens the position of the brand in the consumer perception and enforce complementing, enhancing and refining an idea of the brand that is already formed. Another important area for future research is the development of an appropriate organizational structure that would ensure quality and harmonious functioning of brand-focused communications management.

Keywords: brand of industrial enterprise, communication system, communication management, communication management mechanism, marketing communications

JEL Classification: L140, L200, M300.

Cite as: Ivashova, N. (2014). Formation of brand-focused communication management system of industrial enterprise . Marketing and Management of Innovations, 4, 65-74. https://doi.org/10.21272/mmi.2014.4-07

This work is licensed under a Creative Commons Attribution 4.0 International License

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