Keyword: «brand»

This article discusses the relationship of verbal and visual aids in the establishment and operation of event-brand "Orange Circle". Defined the role of these funds in a communicative situation "brand-consumer services".

The article dwells on O. Sivun’s pop-art novel «Brand», paying attention to its structure, the character’s per-sonality, the brand influence on mass consumption society. Emphasis is placed on a man surrendering his life to brands, simulacre, imitation thus losing his individuality. The life of society and the individual turns into a conveyor. It is pointed out that devaluation of conventional values is carried out through the transfor-mation of consciousness and conversion of cultural codes.

The apaper considers the approaches to definition of value of a brand. Based on analysis of brands rating in 2005–2014 by Interbrand, the author makes the conclusions about the impact of 2008 global financial crisis on the value of the top brands and defines the place of brand value in the company's competi-tiveness.

Today, advertising is one of the most powerful constituent of commerce, because has a purely commercial nature, it is caused by the fact that advertising is one of the four components of marketing and is defined as the direct treatment to potential consumers for the purchasing of goods or services. The importance of advertising lies in its definition as thoughts which you want to bring to the consumer, therefore the final goal of any advertising is the force on human consciousness to induce it to commit specific action, often consisting in the purchase of the product. In order to turn a man into a potential customer first, and then the buyer must be an impact on the mind, which would form the belief that the subject of advertising fall in to his needs.

The tasks and specificity of branding in the formation of the image and competitiveness of the subject of the market of tourist services are considered. The main directions of branding efforts are revealed. The importance of marketing and advertising activities is noted. We describe the strengths and weaknesses of positioning a travel agency on the market.