title: Ð¡Ð¾Ð²ÐµÑÑÐµÐ½ÑÑÐ²Ð¾Ð²Ð°Ð½Ð¸Ðµ ÑÐ¸ÑÑÐµÐ¼Ñ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð³Ð»Ð¾Ð±Ð°Ð»ÑÐ½ÑÑ Ð±ÑÐµÐ½Ð´Ð¾Ð² Ð½Ð° ÑÐ¾ÑÑÐ¸Ð¹ÑÐºÐ¸Ð¹ ÑÑÐ½Ð¾Ðº
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: Improving the promotion system of global brends to the russian market
Creators: name: ÐÑÑÐµÐ¼ÐµÐ½ÐºÐ¾, ÐÑÐµÐ½Ð¸Ñ
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: 2020
Subjects: Ð±ÑÐµÐ½Ð´
Ð±ÑÐµÐ½Ð´Ð¸Ð½Ð³
Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³
Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²ÑÐµ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¸
ÑÐ¸ÑÑÐµÐ¼Ð° Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ
Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÑ
ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ÑÑÑ
brand
branding
marketing
marketing communications
promotion system
tools
effectiveness

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description: The subject of the graduate qualification work is âImproving the promotion system of global brands to the Russian marketâ. The purpose of this work is to study the brand promotion system and develop effective measures to improve this system at the enterprise. Tasks that were solved during the study: 1) to analyze (study) scientific, methodological and other literature on the topic of managing the brand promotion system; 2) to show ways of practical application of the received information; 3) to develop recommendations for improving the system of promotion in the trading company; 4) to evaluate the effectiveness of the proposed measures. The work was carried out on the example of JSC "Moscow Department Store". The organization's activities were thoroughly analyzed in terms of resource potential, economic condition, consumer structure, competitiveness, marketing and branding activities. The analysis was conducted by the studying of statistical data, consumer feedback, assortment structure, employee surveys, applying the competitiveness polygon, and SWOT-analysis. As a result, we have developed effective recommendations for improving the brand promotion system at the enterprise. They are based on such aspects of promoting global brands as actively representing the brand identity developed for the region by the manufacturer, maintaining the level of service, expanding distribution channels, ensuring uninterrupted deliveries and long-term cooperation with customers.