PROMOTION OF THE ENTERPRISE’S CORPORATE BRAND FOR INTERESTED TARGET GROUPS

The article analyzes an urgent problem in the field of branding, which is the promotion of a corporate brand of an enterprise in the process of increasing its recognition in the market among potential target groups. Technological progress in the world has only accelerated the need for the formation and development of the corporate brand of the organization, due to the emergence of new methods and types of promotion, new channels of communication with potential target audiences. There is a need to assess the effectiveness of promoting the corporate brand of an enterprise in the market in which the organization operates. The purpose of this work is to form an idea of the corporate brand of the enterprise, the main components of the corporate brand, the target groups of the public that need to be paid attention to when promoting the corporate brand of the organization in the market. The article allows us to evaluate the current scientific and practical problems of this research. The lack of theoretical and practical information on how to properly evaluate the steps taken in the process of forming, promoting and evaluating the promotion of a corporate brand is the main problem and the reason for the negative results that a company may face in the process of promoting its brand. The methods used include methods of analysis, description and grouping. The obtained research results can be applied to comprehend issues related to building elements of an advertising campaign, namely the selection of target groups of the public, channels of communication with the target audience, target groups of the public to build effective promotion and evaluation of the corporate brand of the enterprise. The author came to the conclusion that effective promotion of a corporate brand of an enterprise is possible through competent work with target groups of the public, understanding the needs of the market, tracking various characteristics that can significantly affect the perception and promotion of the corporate brand.

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