BRAND CREATION OF THE SHOPPING CENTER AS A TOOL OF STRATEGIC MARKETING
Abstract and keywords
Abstract (English):
The article shows the problems of brand identity of the shopping malls. The competition of commercial enterprises increases in the context of globalization of commodity markets. There is a need to develop marketing strategies for each individual shopping center. The main goal and the key to successful operation of a shopping center is the creation of a positive reputation and promote customer loyalty to the brand of the shopping center. It depends on the ability of companies-the tenants of this shopping center to attract consumers and promote their products to the market. The shopping center acts as an intermediary between the tenants and consumers. Its intermediary function is to establish a common loyalty to the shopping centre, covering the company’s tenants and creating conditions for their development. Unfortunately, in today’s market it becomes more difficult to separate one business from another and shaping the brand identity of the company. This situation, i. e. the transition from mass to individual marketing, is the cause of strengthening the role of strategic marketing, creating a more serious theoretical and practical base for market segmentation.

Keywords:
strategic marketing, brand creation, marketing of shopping centers, brand identity, loyalty creation
Text

В условиях глобализации товарных рынков

происходит усиление конкуренции торговых

предприятий. В таких экономических условиях

российским компаниям приходится соперни-

чать с крупными международными компания-

ми, серьёзно зарекомендовавшими себя в обла-

сти привлечения клиентов. Указанный подход

диктует необходимость формирования бренда

для современных торговых компаний. Торговые

центры не являются исключением, представляя

собой платформу для размещения различных

компаний. При этом основным продуктом, ко-

торый торговые центры предлагают на B2C рын-

ке, является бренд.

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