COMPANY BRAND: MAIN DIRECTIONS OF ITS DEVELOPMENT WITHIN THE CHOSEN MARKETING STRATEGY (ON THE EXAMPLE OF THE PSYCHOLOGIST SERVICE PSYCHAT) УДК: 339.138 JEL: M31
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https://orcid.org/0000-0003-1555-2871
Abstract
The article shows to the analysis of the role of branding as a marketing tool in the modern world. The purpose of the article is to note the features of the marketing strategy of the psychological service PsyChat and main directions of strategy. As part of the study, the Internet services market and the specifics of the perception of psychological services in Russia are analyzed; such a branding tool as the Brand Wheel is considered; and the specifics of the target audience and the potential target audience by the marketing strategy are shown. The article presents the results of the development of PsyChat, which were achieved in two years. The main areas of development of the service are the search for alternative sources of traffic and the expansion of the range of services in the B2B direction. In addition, the brand develops through social networks — this helps to increase recognition and customer loyalty
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