Bibliographic description of the article for the citation:
Лідія Зінорук. Adaptation of post-pandemic tendency of branding at the enterprises of light industry of Ukraine//Science online: International Scientific e-zine - 2022. - №5. - https://nauka-online.com/en/publications/economy/2022/5/08-9/
Annotation:
It should be noted that creating a strong brand of light industry requires a number of attributes on the basis of which you can form a positive image. It was found that due to the coverage of the global community by the Covid-19 pandemic, foreign and domestic companies are increasingly using social networks to promote their brand. It is determined that the pandemic has certainly had a negative impact on the world economy as well as on the economy of each country separately. It is difficult to fight a pandemic, because it can lead not only to large financial losses but also to the bankruptcy of enterprises. It should be noted that enterprise branding may favor society and, consequently, its further social and economic development. It was found that companies that have developed their branding concept, continued to implement in a meaningful way and used the full range of tools to form and promote the brand. It is proposed to include the stages of territorial branding in the strategic plan of territorial community development as the most appropriate tool in modern conditions to respond to environmental uncertainty and create a favorable local business climate for economic development, which will increase competitiveness and material self-sufficiency instead of focusing on public. help. It is proposed to adapt the best foreign practices to the needs of Ukrainian society. In the economic downturn, when budgets for marketing communications have become minimal, domestic companies are actively promoting brands via the Internet. Today, the use of the Internet to promote the brand is a prerequisite for the successful development of the company's brand and business as a whole. The World Wide Web allows you to create a positive image of the company, its reputation, raise awareness of the brand and the products or services it offers. Representing your company on the World Wide Web is no longer a whim, but a necessity that dictates today. The data show that the global light industry market is in the process of active formation: those territories that are the first to use the philosophy and tools of branding for their positioning and promotion will have a competitive advantage over those that do not pay due attention to their attractiveness.
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