FORMULATING AND DEVELOPING THE CORPORATE BRAND’S STRATEGY

This article examines the formation and development of a corporate brand strategy, focusing on the key elements that form a strong brand identity. It covers the key stages of brand strategy development, including market analysis, brand positioning, differentiation, and effective communication. By examining the role of brand strategy in aligning corporate goals with market expectations, it highlights its importance in achieving a sustainable brand presence and contributing to an organization’s success. It also examines how a well-developed brand strategy influences organizational culture, enhances engagement with internal and external stakeholders, and ensures alignment across all business operations, highlighting the need for continuous adaptation to changing market trends and consumer preferences. The article will be useful to a wide range of professionals and organizations involved in corporate strategy, marketing, and branding. Business owners and executives can use the knowledge gained to develop or refine their company’s brand strategy, ensuring alignment with corporate goals and market demands. Marketing professionals will receive valuable guidance on brand positioning, differentiation, and communication tactics. Corporate strategists and consultants can apply these concepts to help companies enhance their market presence and gain competitive advantage. In addition, students, academics, and researchers in business and marketing will gain a deeper understanding of corporate brand strategy development and its practical application in various industries.

1. Aaker D. A. Creating strong brands. New York : The Free Press, 2020. 320 p.

2. Palmer J. M. T., Gray E. R. Corporate brand management: review and analysis. Journal of Brand Management. 2019; Vol. 26, 1: 16-33.

3. Bergstrom A., Lindholm M. Brand positioning strategies in global markets: a comparative study. International Marketing Review. 2021; Vol. 38, 5: 724-740.

4. Gensler S. [et al.] Digital transformation in brand management: a research program. Journal of Business Research. 2022; Vol. 140: 367-378.

5. Gorbunova A. Internal branding in Russian companies: an empirical study. Rossijskij zhurnal marketinga = Russian Journal of Marketing. 2022; Vol. 15, 3: 56-70. (In Russ.).

6. Hatch M. J., Schultz M. Dynamics of corporate brand management. Corporate Communications: International Journal. 2021; Vol. 26, 2: 117-131.

7. Keller K. L. Strategic brand management: creating, measuring and managing brand capital. London: Pearson, 2020. 512 p.

8. Petrova I. Brand activism in Russian companies: opportunities and challenges. Rossijskoe delovoe obozrenie = Russian Business Review. 2023; Vol. 17, 4: 40-58. (In Russ.),

9. Ramaswami V. Brand trust and corporate responsibility in the digital age. Journal of Business Ethics. 2021; Vol. 167, 1: 157-174.

10. Rothschild M. Digital Brand: How online platforms are changing brand strategies. Marketing Magazine. 2020; Vol. 84, 5: 45-59.

11. Smith B. [et al.] The impact of corporate values on consumer trust and loyalty. Journal of Consumer Research. 2023; Vol. 50, 2: 290-307.

12. Williams K. S., Topped up. Brand activism and its impact on consumer behavior. Journal of Brand Strategy. 2021; Vol. 10, 3: 214-229.

13. About the concept of «brand» and the role of the brand in the activities of companies // Dis.ru. URL: https://dis.ru/library/541/26358.