title: ÐÑÐµÐ½Ð´Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ðµ ÐºÐ°Ðº Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½Ñ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð¹ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ Ð² ÑÑÑÐ¾Ð¸ÑÐµÐ»ÑÐ½Ð¾Ð¹ ÑÑÐµÑÐµ
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: Branding as an instrument of strategic communication in the field of construction
Creators: name: ÐÐ¾ÑÑÐµÐ½ÐºÐ¾, ÐÐ°ÑÐ¸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: 2025
Subjects: ÑÐµÐºÐ»Ð°Ð¼Ð°
Ð¸Ð¼Ð¸Ð´Ð¶
ÐºÐ¾ÑÐ¿Ð¾ÑÐ°ÑÐ¸Ð²Ð½ÑÐ¹ Ð¸Ð¼Ð¸Ð´Ð¶
Ð¸Ð¼Ð¸Ð´Ð¶ÐµÐ²Ð°Ñ ÑÐµÐºÐ»Ð°Ð¼Ð°
Ð±ÑÐµÐ½Ð´
ÑÐ¸ÑÐ¼ÐµÐ½Ð½ÑÐ¹ ÑÑÐ¸Ð»Ñ
ÑÑÐµÐ´ÑÑÐ²Ð° ÑÐµÐºÐ»Ð°Ð¼Ñ
ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÑÑÐ°ÑÐµÐ³Ð¸Ñ
Ð²Ð¸Ð·ÑÐ°Ð»Ð¸Ð·Ð°ÑÐ¸Ñ
Ð¼ÐµÐ´Ð¸Ð°Ð¿Ð»Ð°Ð½
advertising
image
corporate image
branding
brand
corporate identity
advertising media; strategic communication
visualization
mediaplan

description: ÐÐ°Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð¿Ð¾ÑÐ²ÑÑÐµÐ½Ð° Ð¸Ð·ÑÑÐµÐ½Ð¸Ñ ÑÐ°ÐºÐ¾Ð³Ð¾ Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÐ° ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð¹ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸, ÐºÐ°Ðº Ð±ÑÐµÐ½Ð´Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ðµ, Ð¸ Ð¿ÑÐ¸Ð¼ÐµÐ½ÐµÐ½Ð¸Ñ Ð¿Ð¾Ð»ÑÑÐµÐ½Ð½ÑÑ ÑÐµÐ¾ÑÐµÑÐ¸ÑÐµÑÐºÐ¸Ñ Ð·Ð½Ð°Ð½Ð¸Ð¹ Ð´Ð»Ñ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ¸ ÑÐ»ÐµÐ¼ÐµÐ½ÑÐ¾Ð² Ð±ÑÐµÐ½Ð´Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ñ Ð´Ð»Ñ ÐÐÐ Â«ÐÐµÐ¾ÑÐµÑÐ²Ð¸Ñ Ð¡ÐÐ±Â». ÐÐ°Ð´Ð°ÑÐ¸, ÐºÐ¾ÑÐ¾ÑÑÐµ ÑÐµÑÐ°Ð»Ð¸ÑÑ Ð² ÑÐ¾Ð´Ðµ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ: Ð±ÑÐ»Ð¸ Ð¾Ð¿ÑÐµÐ´ÐµÐ»ÐµÐ½Ñ Ð¾ÑÐ½Ð¾Ð²Ð½ÑÐµ ÑÐ»ÐµÐ¼ÐµÐ½ÑÑ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð¹ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ Ð¸ Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½ Ð¸Ñ Ð°Ð½Ð°Ð»Ð¸Ð·, Ð´Ð°Ð»ÐµÐµ Ð±ÑÐ»Ð¸ Ð¸Ð·ÑÑÐµÐ½Ñ Ð¾ÑÐ½Ð¾Ð²Ñ Ð±ÑÐµÐ½Ð´Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ñ Ð¸ Ð¿ÑÐ¾Ð°Ð½Ð°Ð»Ð¸Ð·Ð¸ÑÐ¾Ð²Ð°Ð½Ñ ÐµÐ³Ð¾ ÑÐ»ÐµÐ¼ÐµÐ½ÑÑ Ñ ÐºÑÑÐ¿Ð½ÑÑ ÑÐ¾ÑÑÐ¸Ð¹ÑÐºÐ¸Ñ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¹-Ð·Ð°ÑÑÑÐ¾Ð¹ÑÐ¸ÐºÐ¾Ð². ÐÑÐ»Ð° Ð´Ð°Ð½Ð° ÑÐ°ÑÐ°ÐºÑÐµÑÐ¸ÑÑÐ¸ÐºÐ° ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Â«ÐÐµÐ¾ÑÐµÑÐ²Ð¸Ñ Ð¡ÐÐ±Â» Ð¸ Ð¿ÑÐ¾Ð°Ð½Ð°Ð»Ð¸Ð·Ð¸ÑÐ¾Ð²Ð°Ð½Ð° ÐµÐµ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÑÑÐ°ÑÐµÐ³Ð¸Ñ. Ð¤Ð¸Ð½Ð°Ð»ÑÐ½ÑÐ¼ ÑÑÐ°Ð¿Ð¾Ð¼ Ð±ÑÐ»Ð¸ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐ°Ð½Ñ ÑÐ»ÐµÐ¼ÐµÐ½ÑÑ Ð±ÑÐµÐ½Ð´Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ñ Ð½Ð° Ð¾ÑÐ½Ð¾Ð²Ðµ Ð¿Ð¾Ð»ÑÑÐµÐ½Ð½ÑÑ Ð² ÑÐ¾Ð´Ðµ Ð¾Ð¿ÑÐ¾ÑÐ° Ð´Ð°Ð½Ð½ÑÑ. Ð Ð°Ð±Ð¾ÑÐ° Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½Ð° Ð½Ð° Ð±Ð°Ð·Ðµ Ð¾Ð±ÑÐµÐ»Ð¾Ð³Ð¸ÑÐµÑÐºÐ¸Ñ Ð¿ÑÐ¸ÐµÐ¼Ð¾Ð², ÑÐ°ÐºÐ¸Ñ ÐºÐ°Ðº Ð¼ÐµÑÐ¾Ð´ Ð¾Ð¿Ð¸ÑÐ°Ð½Ð¸Ñ, Ð¼ÐµÑÐ¾Ð´Ñ ÑÐµÐ¾ÑÐµÑÐ¸ÑÐµÑÐºÐ¾Ð³Ð¾ Ð¸ ÑÑÐ°Ð²Ð½Ð¸ÑÐµÐ»ÑÐ½Ð¾Ð³Ð¾ Ð°Ð½Ð°Ð»Ð¸Ð·Ð¾Ð², Ð¼ÐµÑÐ¾Ð´ Ð¾Ð±Ð¾Ð±ÑÐµÐ½Ð¸Ñ, Ð³ÑÐ°ÑÐ¸ÑÐµÑÐºÐ¸Ð¹ Ð¸ ÑÐ°Ð±Ð»Ð¸ÑÐ½ÑÐ¹ Ð¼ÐµÑÐ¾Ð´Ñ. ÐÑÐ¾Ð²ÐµÐ´ÐµÐ½ SWOT-Ð°Ð½Ð°Ð»Ð¸Ð·, Ð°Ð½Ð°Ð»Ð¸Ð· ÑÐµÐ»ÐµÐ²Ð¾Ð¹ Ð°ÑÐ´Ð¸ÑÐ¾ÑÐ¸Ð¸ Ñ ÑÐµÐ³Ð¼ÐµÐ½ÑÐ¸ÑÐ¾Ð²Ð°Ð½Ð¸ÐµÐ¼, ÑÐ¸ÑÑÐ°ÑÐ¸Ð¾Ð½Ð½ÑÐ¹ Ð°Ð½Ð°Ð»Ð¸Ð·, ÑÐ¾ÑÑÐ°Ð²Ð»ÐµÐ½Ñ Ð¼ÐµÐ´Ð¸Ð°Ð¿Ð»Ð°Ð½ Ð¸ ÐºÐ¾Ð½ÑÐµÐ½Ñ-Ð¿Ð»Ð°Ð½. Ð ÐºÐ°ÑÐµÑÑÐ²Ðµ ÑÐ¼Ð¿Ð¸ÑÐ¸ÑÐµÑÐºÐ¾Ð³Ð¾ Ð¼ÐµÑÐ¾Ð´Ð° Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð»ÑÑ Ð¾Ð¿ÑÐ¾Ñ. Ð ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐµ Ð±ÑÐ» Ð¸Ð·ÑÑÐµÐ½ Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½Ñ Ð±ÑÐµÐ½Ð´Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ðµ Ð¸ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐ°Ð½Ñ ÑÐ»ÐµÐ¼ÐµÐ½ÑÑ Ð±ÑÐµÐ½Ð´Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ñ Ð´Ð»Ñ ÐÐÐ Â«ÐÐµÐ¾ÑÐµÑÐ²Ð¸Ñ Ð¡ÐÐ±Â».
description: This work is dedicated to studying branding and defining brand identity as an instrument of strategic communication and applying received knowledge to developing brand identity of LLC âGeoservice SPbâ. During the research, the following tasks were performed: main elements of communication strategy were defined and analyzed, then the basics of branding were studied. Elements of big Russian construction companies were analyzed. Main information of âGeoservice SPbâ and its communication strategy were also analyzed. The final stage of this work was to create branding elements based on the data retrieved from the questionnaire. The research was performed with the main logical methods, such as description method, theoretical and comparative analysis method, generalization method, graphic and periodic methods. The following analyses were performed: SWOT, segmenting goal audience, situational. Media plan and content plan were created. As an empiric method of research, a questionnaire was held. As a result, the subject of branding and brand identity was thoroughly studied. Elements of branding and brand identity for LLC âGeoservice SPbâ were developed.