UK: У статті обґрунтовано, що брендинг – це керований, послідовний процес трансформації торгової марки в бренд, розвиток бренду від простої поінформованості до формування лояльності; це не тільки економічна, а й соціально-економічна категорія, яка суттєво впливає на сучасне суспільство; визначені цілі, завдання та переваги брендингу. Обґрунтоване значення інтернет-брендингу в сучасній маркетингової діяльності компаній, доведено, що позиціонування бренду в інтернеті є одним з основних засобів підвищення конкурентоспроможності в умовах глобальної конкуренції. Виділено основні характеристики та особливості інтернет-брендингу. Описано головні переваги і засоби просування брендів компаній через Інтернет-мережу.
EN: Branding today is a powerful social and economic phenomenon, because the brand has ceased to be just a set of identifying attributes of the product. It is not only an information carrier for the minds of consumers, but also a certain promises of quality, status, success. Internet branding is one of the most important tools of brand formation at any company or enterprise. It can provide additional benefits in the form of a positive image formation or increasing consumer loyalty, because the Internet has become a major source of unlimited information for more than a half of humanity a long time ago. The purpose of the article was to consider the main interpretations of the brand, to determine the importance and purpose of branding, Internet branding, the profession of brandologist. It was determined that the brand is the highest form of trademark development, which combines the consumer emotions it evokes and the result of their experience of using the brand; guarantees quality, service and values for a long period; performs a number of complex functions such as psychological, social, informational, communicative, identification and most importantly it is confirmed by repurchases of «devoted», satisfied consumers. Branding is both a system of knowledge and a powerful commercial industry, which has a complex branched structure, many reputable business associations and includes dozens of narrow specialties such as brand strategists, political brandologists, copywriters, researchers, designers. The features of brandologist are work in certain, narrowly focused areas of the market; remaining «behind the scenes» of his work; may not be known, but he is usually «told by the product»; a brandologist, without being directly connected with the production, can bring the enterprise to a new quality level, bring it to the leaders and consolidate its position. The use of Internet branding tools in Ukraine has great prospects, and in the near future the components of branding on the Internet will take a leading place in a number of marketing tools in the formation of brands promotion strategies.
