title: ÐÐ°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²ÑÐµ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ Ð¿Ð¾ Ð²Ð¾ÑÐ¿ÑÐ¸ÑÑÐ¸Ñ Ð±ÑÐµÐ½Ð´Ð° Ð½Ð° ÑÑÐ½ÐºÐµ Ñ ÑÐµÐ»ÑÑ Ð¿Ð¾Ð²ÑÑÐµÐ½Ð¸Ñ ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ¾ÑÐ¿Ð¾ÑÐ¾Ð±Ð½Ð¾ÑÑÐ¸ Ð¿ÑÐµÐ´Ð¿ÑÐ¸ÑÑÐ¸Ñ
title: Ð²ÑÐ¿ÑÑÐºÐ½Ð°Ñ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð±Ð°ÐºÐ°Ð»Ð°Ð²ÑÐ°
titleType: Subtitle
title: Marketing research on brand perception in the market in order to improve the competitiveness of the company
Creators: name: Ð¦Ð¸Ð½Ð´ÐµÐ»Ð¸Ð°Ð½Ð¸, ÐÐ½ÐµÑÐ°
Publisher: name: Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³ÑÐºÐ¸Ð¹ Ð¿Ð¾Ð»Ð¸ÑÐµÑÐ½Ð¸ÑÐµÑÐºÐ¸Ð¹ ÑÐ½Ð¸Ð²ÐµÑÑÐ¸ÑÐµÑ ÐÐµÑÑÐ° ÐÐµÐ»Ð¸ÐºÐ¾Ð³Ð¾
Year: 2023
Subjects: Ð±ÑÐµÐ½Ð´
Ð±ÑÐµÐ½Ð´Ð¸Ð½Ð³
Ð¸Ð´ÐµÐ½ÑÐ¸ÑÐ½Ð¾ÑÑÑ Ð±ÑÐµÐ½Ð´Ð°
ÐºÐ°Ð¿Ð¸ÑÐ°Ð» Ð±ÑÐµÐ½Ð´Ð°
ÑÐµÐ±ÑÐµÐ½Ð´Ð¸Ð½Ð³
ÑÐºÐ¾Ð±ÑÐµÐ½Ð´Ð¸Ð½Ð³
ÑÐºÐ¾Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³
Ð²Ð¾ÑÐ¿ÑÐ¸ÑÑÐ¸Ðµ Ð±ÑÐµÐ½Ð´Ð°
brand
branding
brand identity
brand equity
rebranding
green branding
green marketing
brand perception

description: Ð¦ÐµÐ»ÑÑ ÑÐ°Ð±Ð¾ÑÑ ÑÐ²Ð»ÑÐµÑÑÑ ÐºÐ¾Ð¼Ð¿Ð»ÐµÐºÑÐ½ÑÐ¹ Ð°Ð½Ð°Ð»Ð¸Ð· Ð²Ð¾ÑÐ¿ÑÐ¸ÑÑÐ¸Ñ Ð±ÑÐµÐ½Ð´Ð° Ð½Ð° ÑÑÐ½ÐºÐµ, Ð²ÑÑÐ²Ð»ÐµÐ½Ð¸Ðµ ÑÑÑÐµÑÑÐ²ÑÑÑÐ¸Ñ Ð¿ÑÐ¾Ð±Ð»ÐµÐ¼ Ð±ÑÐµÐ½Ð´Ð¸Ð½Ð³Ð° ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸, ÑÐ¾ÑÐ¼ÑÐ»Ð¸ÑÐ¾Ð²ÐºÐ° ÑÐµÐºÐ¾Ð¼ÐµÐ½Ð´Ð°ÑÐ¸Ð¹ Ð¿Ð¾ ÑÐ¾Ð²ÐµÑÑÐµÐ½ÑÑÐ²Ð¾Ð²Ð°Ð½Ð¸Ñ Ð±ÑÐµÐ½Ð´Ð¸Ð½Ð³Ð°, ÑÐ¿Ð¾ÑÐ¾Ð±ÑÑÐ²ÑÑÑÐ¸Ñ Ð¿Ð¾Ð²ÑÑÐµÐ½Ð¸Ñ ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ¾ÑÐ¿Ð¾ÑÐ¾Ð±Ð½Ð¾ÑÑÐ¸ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸. Ð Ð°Ð±Ð¾ÑÐ° Ð²ÑÐ¿Ð¾Ð»Ð½ÐµÐ½Ð° Ð½Ð° Ð±Ð°Ð·Ðµ Ð±ÑÐµÐ½Ð´Ð° Ð½Ð°ÑÑÑÐ°Ð»ÑÐ½Ð¾Ð¹ ÐºÐ¾ÑÐ¼ÐµÑÐ¸ÐºÐ¸ Â«Ð¡Ð¿Ð¸Ð²Ð°ÐºÐªÂ». ÐÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ð½ÑÐµ Ð¼ÐµÑÐ¾Ð´Ñ: PESTEL-Ð°Ð½Ð°Ð»Ð¸Ð·, Ð°Ð½Ð°Ð»Ð¸Ð· ÑÐµÐ½Ð´ÐµÐ½ÑÐ¸Ð¹, Ð¼ÐµÑÐ¾Ð´ 5 ÑÐ¸Ð» ÐÐ¾ÑÑÐµÑÐ°, ÑÑÐ°Ð²Ð½ÐµÐ½Ð¸Ðµ Ð¸ Ð³ÑÑÐ¿Ð¿Ð¸ÑÐ¾Ð²ÐºÐ° Ð´Ð°Ð½Ð½ÑÑ, Ð¼ÐµÑÐ¾Ð´ ÐºÑÐ¾ÑÑ-ÑÐ°Ð±ÑÐ»ÑÑÐ¸Ð¸, SWOT-Ð°Ð½Ð°Ð»Ð¸Ð·, Ð¿Ð¾ÑÑÑÐ¾ÐµÐ½Ð¸Ðµ ÐºÐ°ÑÑÑ Ð²Ð¾ÑÐ¿ÑÐ¸ÑÑÐ¸Ñ Ð±ÑÐµÐ½Ð´Ð°, Ð¼Ð¾Ð´ÐµÐ»Ñ Â«ÐÐ¾Ð»ÐµÑÐ¾ Ð±ÑÐµÐ½Ð´Ð°Â», Ð¼Ð¾Ð´ÐµÐ»Ñ 4D Ð±ÑÐµÐ½Ð´Ð¸Ð½Ð³, Ð¼ÐµÑÐ¾Ð´Ñ Ð¾ÑÐµÐ½ÐºÐ¸ ÑÐºÐ¾Ð½Ð¾Ð¼Ð¸ÑÐµÑÐºÐ¾Ð¹ ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ÑÑÐ¸. ÐÑÐ½Ð¾Ð²Ð½ÑÐµ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÑ ÑÐ°Ð±Ð¾ÑÑ: â Ð¿ÑÐ¾Ð°Ð½Ð°Ð»Ð¸Ð·Ð¸ÑÐ¾Ð²Ð°Ð½Ð° Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð°Ñ Ð¼Ð°ÐºÑÐ¾- Ð¸ Ð¼Ð¸ÐºÑÐ¾ÑÑÐµÐ´Ð° Ð±ÑÐµÐ½Ð´Ð°; â Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½Ð¾ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ðµ Ð²Ð¾ÑÐ¿ÑÐ¸ÑÑÐ¸Ñ Ð±ÑÐµÐ½Ð´Ð° Ð¿Ð¾ÑÑÐµÐ±Ð¸ÑÐµÐ»ÑÐ¼Ð¸; â Ð²ÑÑÐ²Ð»ÐµÐ½Ñ Ð¾ÑÐ½Ð¾Ð²Ð½ÑÐµ Ð¿ÑÐ¾Ð±Ð»ÐµÐ¼Ñ Ð² ÑÐ¿ÑÐ°Ð²Ð»ÐµÐ½Ð¸Ð¸ Ð±ÑÐµÐ½Ð´Ð° Â«Ð¡Ð¿Ð¸Ð²Ð°ÐºÐªÂ»; â ÑÑÐ¾ÑÐ¼ÑÐ»Ð¸ÑÐ¾Ð²Ð°Ð½Ñ ÑÐµÐºÐ¾Ð¼ÐµÐ½Ð´Ð°ÑÐ¸Ð¸ Ð¿Ð¾ ÑÐ¾Ð²ÐµÑÑÐµÐ½ÑÑÐ²Ð¾Ð²Ð°Ð½Ð¸Ñ Ð±ÑÐµÐ½Ð´Ð¸Ð½Ð³Ð° ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Ñ ÑÐµÐ»ÑÑ Ð¿Ð¾Ð²ÑÑÐµÐ½Ð¸Ñ ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ¾ÑÐ¿Ð¾ÑÐ¾Ð±Ð½Ð¾ÑÑÐ¸; â Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½Ð° Ð¿ÑÐ¾Ð²ÐµÑÐºÐ° ÑÐºÐ¾Ð½Ð¾Ð¼Ð¸ÑÐµÑÐºÐ¾Ð¹ ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ÑÑÐ¸ Ð¿ÑÐµÐ´Ð»Ð¾Ð¶ÐµÐ½Ð½ÑÑ Ð¼ÐµÑÐ¾Ð¿ÑÐ¸ÑÑÐ¸Ð¹. ÐÐ±Ð»Ð°ÑÑÑ Ð¿ÑÐ¸Ð¼ÐµÐ½ÐµÐ½Ð¸Ñ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐ¾Ð² ÐÐÐ  Ð±ÑÐµÐ½Ð´Ð¸Ð½Ð³ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸, Ð·Ð°Ð½Ð¸Ð¼Ð°ÑÑÐµÐ¹ÑÑ Ð¿ÑÐ¾Ð¸Ð·Ð²Ð¾Ð´ÑÑÐ²Ð¾Ð¼ Ð¸ Ð¿ÑÐ¾Ð´Ð°Ð¶ÐµÐ¹ ÐºÐ¾ÑÐ¼ÐµÑÐ¸ÐºÐ¸ Ð½Ð° Ð¾ÑÐ½Ð¾Ð²Ðµ Ð½Ð°ÑÑÑÐ°Ð»ÑÐ½ÑÑ Ð¸Ð½Ð³ÑÐµÐ´Ð¸ÐµÐ½ÑÐ¾Ð². ÐÑÐ²Ð¾Ð´Ñ. ÐÐ°Ð´Ð°ÑÐ¸ ÐÐÐ  ÑÐµÑÐµÐ½Ñ, ÑÐµÐ»Ñ Ð´Ð¾ÑÑÐ¸Ð³Ð½ÑÑÐ°, Ð¾Ð¿ÑÐµÐ´ÐµÐ»ÐµÐ½Ð° Ð¾Ð±Ð»Ð°ÑÑÑ Ð¿ÑÐ¸Ð¼ÐµÐ½ÐµÐ½Ð¸Ñ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐ¾Ð².
description: The aim of the graduate qualification work is a comprehensive analysis of brand perception in the market, identification of existing branding problems of the company, formulation of recommendations for improving branding, contributing to the competitiveness of the company. The work has been carried out on the materials of the brand of natural cosmetics "Spivak". Research methods used: PESTEL-analysis, trend analysis, Porters 5 forces method, comparison and grouping of data, cross-tabulation method, SWOT analysis, building a brand perception map, brand wheel model, 4 D branding model, methods for assessing economic efficiency. The main results of the graduate qualification work: â the marketing macro- and microenvironment of the brand is analyzed; â a study of brand perception by consumers has been conducted; â identified the main problems in the management of the brand "Spivak"; â formulated recommendations for improving the branding of the company in order to increase competitiveness; â the economic efficiency of the proposed measures has been verified. The areas of the graduate qualification work results application: branding of a company engaged in the production and sale of cosmetics based on natural ingredients. Conclusions. Tasks have been solved, aim has been achieved, the areas of the results application have been determined.