Specifics of creating and developing a brand in a competitive environment

Abstract

Importance: сurrently in Russia there is a noticeable spread of costs aimed at branding. Their values fluctuate significantly, and this is despite recent economic events. Often organizations with identical market experience, image and reputation offer radically different prices for services. Of course, most potential customers in these conditions will choose the most budget option. This situation suggests the importance of understanding the basic pricing methods in branding. Purpose: analysis of the features of the formation of costs for the creation and development of the brand. Research design: first, the main stages of brand formation as a complex activity are considered, a brief description of each of the stages is given. It then describes the existing sources that provide branding services. Research design: branding agency, design studios and freelancers. However, the costs for each of the sources are different. As a result, the features of cost formation are analyzed using the example of the EFKO Group of Companies. Results: the main stages of brand formation are considered, the features of choosing a brand strategy are described, and the features of cost formation in the EFKO Group of Companies are analyzed.