Brand management of an innovative product of a telecommunications company

DOI: 10.31673/2518-7678.2021.010511

Abstract

The role of the corporate branding in telecommunication market as positive attitude formation factor for innovative product within economic and sociopolitical destabilization, including variability of the competitive environment and high level of R&D activity is justified in article. Moreover, the industry characteristics of diversified products are taken into account.
The place of the brand as a link between past, current and future marketing activities is interpreted, taken into account the relationship with consumers and the market reaction to the new product. The constant effort maintains of the customer loyalty is shown as obligatory activity by the telecommunication company, considering consumer awareness and change their spending power. The effective brand management for innovative products made by telecommunications companies should considered: industries characteristics; the competitiveness level among manufactured goods within telecommunication industry; companies investment opportunities for brand formation and development. The common types of interconnection between brand management strategy and innovative telecommunication products were expended. Moreover, the matrix related was built and interconnection types were characterized. The main goals of innovation brand management are justified considering the peculiarities of the telecommunication services market and the type of market environment in accordance with level of product and company novelty. Furthermore, the complex of marketing tools for each alternative was recommended which complement the telecommunication companies’ capabilities within Internet network. Depending on the market situation, it is advisable to apply the recommendations on effective brand management for innovative telecommunication products either inside the domestic market or to enter the foreign markets.

Keywords: brand, innovative product, innovative activity, brand management, brand management of innovative product, telecommunication companies.

References
1. O’Cass A., Ngo L.V. Market orientation versus innovative culture: two routes to superior brand performance . European Journal of Marketing. 2007. Vol. 41. N 7/8. P. 868-887.
2. Wong H.Y., Merrilees B. The performance benefits of being brand orientated. Journal of Product & Brand Management. 2008. Vol. 17. N 6. P. 372–383.
3. Corkindale D., Belder M. Corporate brand reputation and the adoption of innovations. Journal of Product & Brand Management. 2009. Vol. 18. N 4. P. 242–250.
4. Молчанов Н.М., Самодєлов Д.А. Особливості бренд-менеджменту в інноваційно-орієнтованих компаніях. Вісник. Економіка. 2013. Випуск 1. С. 121-131.
5. Berry L.L. Cultivating Service Brand Equity. Journal of the Academy of Marketing Science. 2020. Vol. 28. N 1. P. 128–137.
6. Kivetz R., Simonson I. The effects of incomplete information on consumer choice // Journal of Marketing Research. 2000. Vol. 37. N 4. P. 427–448.
7. Молчанов Н.М., Антошкін С.І. Дослідження взаємодії брендингу інновацій та економічного становища компанії (на прикладі інноваційно-орієнтованих компаній) // Економіка та управління. 2015. №5 (115). С. 40-49.