Brand vote as component of brands system of the national economy

  • Galina Studinska Kyiv National University of Trade and Economics
Keywords: brand form, branding object, brand of voice, brand-voice, national brand of the country

Abstract

The subject of the study is the potential of branding, as an instrument of economic development of the branding object, for its possible application to non-traditional objects. The purpose of the study is to analyze the new object of branding – «the voice» and determine its role in promoting the national brand of the country. The practical implementation of the research results is to broaden the theoretical horizons of branding theory and to use the new object of branding - voice in the creation and promotion of a national brand of the country. The study required the use of such methods as: a systematic approach - to integrate the methodology of scientific knowledge of the history of the development of forms of the brand; comparative analysis - to compare the functional load inherent in the traditional and new forms of the brand; quantitative and qualitative assessment of the brand; analysis of associative perception of voice as a new branding object. Conclusions: 1) The study of the theory of the brand has very broad horizons, because the brand is considered by us as a system-creating factor for the economic development of the object of branding; 2) The brand remains the most effective tool for economic development in all its forms, integrating the potential of the national economy, revealing new sources to its economic growth and increasing the competitiveness of the world market; 3) The results of the study allow us to suggest the opening of a new object of branding - voice.

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References

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Author Biography

Galina Studinska, Kyiv National University of Trade and Economics

Studinska Galina, Doctor of Economic Sciences, Associate Professor of the Department of International Economic Relations

Published
2019-03-01
How to Cite
Studinska, G. (2019). Brand vote as component of brands system of the national economy. University Economic Bulletin, (40), 64-69. https://doi.org/10.31470/2306-546X-2019-40-64-69
Section
Knowledge Economy, Innovative Economy