MARKETING MANAGEMENT OF BRAND ARCHITECTURE: PSYCHOLOGICAL AND PR ASPECTS OF CONSUMER PERCEPTION
DOI:
https://doi.org/10.37332/Keywords:
enterprise, brand, strategy, development, positioning, marketing management, psychology of management, PR communication, brand architecture, consumer behaviour, brand archetypeAbstract
Kovshova I.О., Burbelo N.О., Hrydzhuk I.А. MARKETING MANAGEMENT OF BRAND ARCHITECTURE: PSYCHOLOGICAL AND PR ASPECTS OF CONSUMER PERCEPTION
Purpose. The aim of the article is to substantiate the theoretical, methodological and applied foundations of marketing management of enterprise brand architecture, considering the psychological and PR aspects of consumer perception formation.
Methodology of research. The methodological framework of the study is based on the methods of analysis and synthesis used to generalize theoretical approaches to brand architecture; systematization employed for the classification of brand architecture models; comparative analysis applied to compare the managerial logic underlying different models; a survey conducted to collect data on consumer perceptions of the Rosynka brand; generalization used to formulate conclusions and practical recommendations; and graphical and tabular methods utilized to present the research findings. The empirical basis is formed by the materials of a marketing research study of the Rosynka brand conducted in October 2024 among 1,000 respondents.
Findings. The article clarifies the essence of brand architecture as an object of marketing management and systematizes its basic models: branded house, sub-brands and derivative brands, autonomous brands with corporate support, and house of independent brands. The psychological aspects of consumer perception formation are revealed through emotions, associations, archetypes and experience of interaction with the brand. The role of PR communications in maintaining trust, reputational value and public consistency of the brand is defined. Based on the results of the Rosynka brand research, a high level of brand recall, the presence of a positive nostalgic associative field, a connection with classic flavours of soft drinks and, at the same time, the need to actualize modern consumer perception were identified. The archetypal profile of the brand is defined as a combination of “Everyman”, “Innocent” and “Jester”.
Originality. The study improves the approach to defining the content of brand architecture marketing management as a system of managerial actions integrating portfolio logic, psychological perception, brand archetypal profile, and brand PR communications.
Practical value. The proposed approach to brand architecture marketing management can be used for diagnosing a brand portfolio, clarifying the roles of the parent brand, sub-brands, and individual trademarks, ensuring consistent PR communications, and revitalizing a brand without compromising its historical recognisability.
Key words: enterprise, brand, strategy, development, positioning, marketing management, psychology of management, PR communication, brand architecture, consumer behaviour, brand archetype.
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