Проблеми пред управлението и промотирането на бранда в кризисни ситуации

Abstract

Branding plays the most important role in driving market innovation in crisis situations. The attitude of the management among the representatives of the innovation-oriented companies to this element is quite specific. Business innovators sometimes forget that they are working for product trust in a market where the buyer does not sufficiently understand the specifics of the product offered. When using terms such as trademark, trademark, trademark, brand name, trademark, trade name, brand often leads to confusion. It is necessary to determine the semantic differences between them on the basis of objectively existing information processes in meeting the needs of users. This process should be based primarily on the consumer and his needs.