Brand environment formation through the prism of economic, legal and socio-cultural aspects.

Abstract

The article is devoted to the investigation of brand environment formation through the prism of economic, legal and socio-cultural aspects. It was defined that economic environment of a brand consists of such main indicators: brand value assessment, brand power, brand image, brand influence, brand identity. It was studied elements of the national brand, particularly governance, exports, tourism, investment and immigration, culture and heritage, people. It was analyzed legal base of intellectual property protection and in particular brand and defined that in Ukrainian legislation the brand concept is absent. In practice under the brand is the “trademark” and “sign for goods and services” are understood. In some aspects, they are identical what allows jurists to interpret in juridical proceedings in different ways. Sociocultural environment of the brand includes identification of its image. There were defined five elements of the brand image: brand image, product (service) image, associative image, client image, use image. There were defined problems of the brand image creation and affiliation: competitors’ environment, low level of the brand identity, non-effective announcements, and wrong choice of the promotion instruments.