BRANDING AS A SUBLIMISM OF PRODUCT POLICY REGARDING MARKETING COMMUNICATIONS
Authors: Lokhman N. V. , Beridze T. M. , Lokhman M. O. , Chokoi D. A. 
Published: February 2024

Objective. The objective of the article is the determination of the place of branding among the instruments of product policy and marketing communications, identification of key trends in the system "Commodity policy - branding - marketing communications".

Methods. The theoretical and methodological basis of the study is the modern theory of marketing and management. In the course of the study, the methods of theoretical generalization (when interfering the concepts of "product policy", "branding", "marketing communications"), analysis and synthesis (to form the rule of branding as a sublimation of product policy in the framework of marketing communications), graphic (when constructing the scheme "The place of branding as a sublimation of product policy in the framework of marketing communications”), matrix (when identifying key trends in the system "Commodity policy - branding - marketing communications").

Results. In the process of interaction between the manufacturer / seller and consumers, the product policy is intertwined with other marketing tools. Each enterprise wants to attract the attention of consumers to a product / service using various means of marketing communications.

Because no product, not even the best product, can sell itself, marketers must ensure that marketing is designed and implemented to convince buyers of the feasibility of purchasing the product and to offer stimulating and reinforcing services.

In modern conditions of constant changes and challenges, characterized by saturation, dynamism, increased competition, an increase in the similarity of goods and services, a rapid change in the tastes and stereotypes of consumers, a business entity needed to create an excellent product / service, it is also necessary, to ensure the identification of its product /services and provide advantageous advantages over competing products, this is possible due to the formation of the brand as one of the most effective methods of communication with consumers. On the other hand, in conditions of information overload and time constraints, consumers cannot pay much attention to the search and selection of the necessary product/service, and therefore they are guided by a familiar brand when making a purchase. It is with the help of the brand that the product is introduced into the mind of the consumer through a personalized appeal to the image.

The perception and understanding of branding as sublimism (in physics, sublimism is the transition of a substance from a solid state to a gaseous state, that is, bypassing the next (liquid) phase) of a product policy in relation to marketing communications should provide an understanding that a strategy that is effectively formed and implemented within the framework of a product policy branding will act as an effective way of communication for a long time, "bypassing" significant efforts and unnecessary costs by creating a long-term relationship with consumers based on the values embedded in the brand that are relevant to consumers.

The effectiveness of the marketing communication policy in general and in matters of brand promotion depends on the capabilities and competencies of each enterprise and the means of communication used. In the conditions of using information technologies, there is not only an idea of consumer behaviour and his real motives, but also an impact on consumer actions and choices, which personalizes marketing communication.

The rule of branding as a sublimation of product policy in the framework of marketing communications is formulated: "Create outstanding goods / services under recognizable brands, and consumers who need such goods / services will find them themselves in communication networks." The effectiveness of branding depends on the type of product / service (traditional, innovative, modified), the priorities of the company's product policy, the chosen trends in marketing communications.