Karmazinova V. Formation of the brand of the marketing research agency

The thesis is devoted to development of theoretical, methodical and practical aspects of a brand management of the marketing research agencies. On the basis of the analysis of scientific approaches of domestic and foreign scientists by definition of concepts the brand and a brand management, is expanded intrinsic characteristics of a brand due to introduction of the additional characteristics connected with management of a brand of services. It will allow to disclose more fully essence of process of management of a brand of the marketing research agency. The brand role in realization of strategy of the enterprise is defined, it is proved that the developed brand creates more opportunities for the enterprise and positively influences the current indicators of activity. The structured main components of process of formation of brands of the marketing research agencies allowing to define their influence and interrelation between participants of process of creation of a brand. Considering specifics of activity of the marketing research agencies in the market of marketing services features of formation and development of brands are revealed: need of accounting of subjects and objects of the market of market researches, are limited to certain economic, legal relations for satisfaction of commercial needs of the company; specifics of services of market researches; increase in level of technological and technical support of the market in general; accounting of similarity of price, marketing policy of the marketing research agencies, leads to minimization of the price and marketing competition; accounting of rational impact on consumer behavior of consumers. On the basis of scientific sources, theoretical and methodical aspects generally essence of the term of "a corporate brand" as the complex of actions for creation of a positive image of the company, provides trust and loyalty of the consumer, forms reputation, fixes market positions and reports desirable forms of behavior through a set of values and positive image of a corporate brand of the marketing research agency taking into account the purposes of the enterprise. By result of the carried-out analysis of communication policy of the marketing research agencies it is established that a basis of process of formation and development of a brand is effective use of instruments of marketing communications. As a result of a research the fixed communication assets used by the marketing research agencies are defined. The marketing communication policy has to be concentrated on use of the latest communication channels taking into account development of the Internet environment with attraction of new formats of exchange of information, with great interactive opportunities that will promote increase in level of awareness and involvement of consumers due to bigger informational content and ease of perception. As among main types of distribution of information and advertising appeals are used by a straight line - marketing and public relations that already is not so effective as earlier. Methodical recommendations about use of tools of marketing communication policy in the course of formation and development of a brand of the agency are developed for improvement of marketing communication policy of subjects of the market of market researches. Use of various types and instruments of communications will allow to facilitate perception of information. It is offered the loyalty program for the marketing research agencies in which the main stages, the purposes and tasks by means of which will are described goals are achieved and it is received desirable result. Effective introduction of the loyalty program at correct the systems of actions of communication policy are used will provide to the enterprise the maximum result from their use. Need of evaluating a competitive condition of a brand of the marketing research agency has caused development of an algorithm of definition of an integrated indicator of a condition of a brand of the company on the basis of agency. Calculation of this indicator considers values of indicators according to four main resources of the company and an indicator of level of awareness of the consumer on a brand of the agency taking into account importance coefficients which have been established in the expert way. The technique is offered it is recommended for assessment of a position of the agencies in the market of research services, allows to reveal strong and weaknesses of the company and on this basis to make the relevant administrative decisions.