INTEGRATED BRAND DEVELOPMENT MODEL IN THE MARKETING MANAGEMENT SYSTEM: PSYCHOLOGICAL AND PR ASPECTS

Abstract

The article substantiates the theoretical, methodological, and practical foundations for developing an integrated brand development model within the marketing management system, taking into account the psychological and PR (public relations) aspects of interaction with consumers. Brand development is defined as a managed process of quantitative and qualitative changes in a brand’s market position, product offering, consumer perception, behavioural indicators, distribution system, communication presence, and economic value. The methodological framework includes analysis and synthesis, systematisation, comparative analysis, structural and logical analysis, tabular presentation, generalisation, and analysis of the results of a marketing survey of consumers of soft confectionery products. The empirical basis is a brand health study of BKK conducted in September 2024 through an online survey of 600 respondents aged 18-55. Five interrelated components of the integrated brand development model are systematised: market, product, behavioural, distribution, and communication components. The main mechanisms for implementing these components are identified: product-led development, brand development spirals, marketing experiments, distribution development, and product portfolio development. The psychological influence of consumer experience, trust, emotional attitudes, social proof, and habit formation on the transition from brand awareness and consideration to purchase, repeat purchase, and regular consumption is substantiated. The role of PR communications in increasing brand salience, explaining brand value, maintaining reputation, and encouraging recommendations is identified. The empirical findings reveal gaps between awareness of the BKK brand, actual purchase, and regular consumption. The study identifies opportunities to increase brand awareness and salience, activate potential buyers, improve products, encourage repeat consumption, optimise the product portfolio, expand distribution, encourage consumer recommendations, and strengthen the brand’s perceived premium value. The scientific novelty lies in the development of an integrated brand development model that establishes the relationship between market, product, behavioural, distribution, and communication dimensions, psychological choice mechanisms, and brand health indicators. The practical significance lies in the possibility of using the model to identify gaps along the consumer journey, determine brand development priorities, and support managerial decision-making for enterprises operating in the fast-moving consumer goods market.