TOOLS FOR PROMOTING THE BRANDING PROCESS IN UKRAINIAN LIGHT INDUSTRY ENTERPRISES IN A PANDEMIC
Keywords:brand, branding, light industry, social networks, Internet
This work is devoted to the analysis of tools for promoting the branding process in light industry enterprises of Ukraine in a pandemic. The author defines the concepts of "brand" and "branding". It is established that in the conditions of a pandemic the use of social networks is an effective tool for promotion of branding process at the enterprises of light industry of Ukraine. Research reveals the theoretical foundations of social communication and the principles of its operation. The benefits of using social media to promote a domestic company's brand during a recession are well known. The analysis of the target audience of Instagram is carried out, the ways and means of effective brand advertising are determined, the main advantages of brand advertising in social networks are considered. The advanced tools of digital marketing are analyzed and the necessity of their application in promotion of a company brand or goods in crisis conditions is substantiated. The rules of creating and maintaining the activities of the corporate platform in the social network Instagram are systematized, and the need to use them to promote the brand on social networks is justified. It is proved that the use of social networks in marketing communication allows the company to specifically influence the target group, choose platforms on which the audience is more represented, identify the most appropriate communication channels, build long-term relationships with consumers, manage company's image and reputation. It is established that the implementation of a competitive brand is one of the main directions of marketing activities of new enterprises. Large global organizations, which at one time successfully withstood the competition in the market and became favorites in their field, owe much to the development of a successful brand. At the same time, in conditions when the main factors of enterprise triumph are customer relations, personnel and intangible assets, the doctrine of branding becomes more important and becomes the main means of ensuring the competitiveness of goods and services.