TY - JOUR AU - Малинка, О. Я. AU - Устенко, А. О. PY - 2018/02/26 Y2 - 2024/03/29 TI - ІДЕНТИФІКАЦІЯ ДЖЕРЕЛ КАПІТАЛУ БРЕНДУ РОЗДРІБНОГО РИНКУ НАФТОПРОДУКТІВ НА ОСНОВІ «ДНК»-ПІДХОДУ JF - Scientific Bulletin of Ivano-Frankivsk National Technical University of Oil and Gas (Series: Economics and Management in the Oil and Gas Industry) JA - ecom VL - 2 IS - 16 SE - MANAGEMENT IN OIL AND GAS INDUSTRY DO - UR - https://eung.nung.edu.ua/index.php/ecom/article/view/14 SP - 14-29 AB - <p>A comprehensive analysis of the sources of capital formation of the brand of the retail<br>market of light oil products on the basis of a "DNA" approach has been carried out. As a result, a number<br>of tools and methods have been identified with which it is possible to evaluate the effect of individual<br>components of brand identity (associations, image, individuality, location, perceived quality, value and<br>core) on a particular market segment.<br>To evaluate the effect of individual components of the OKKO brand, it is suggested to use such tools<br>and methods: survey and observation, expert assessments, arbitrary associations, detailed questions,<br>scales, brand perception mapping, brand mapping, subjective brand classification analysis, visual<br>perception mapping goods, EquiTrend, the construction of maps for determining the nominal value of the<br>brand and the matrix for the deployment of quality functions, testing the perception and recognition of<br>brand attributes, testing ease of remembering brand loyalty to the brand testing, testing the possibility of<br>replacing the brand. After all, it is important for the company to assess the consumer perception of the<br>brand (to analyze the impact of its identity components on consumer impressions of contact with the<br>product) in order to achieve the maximum coincidence of the planned and perceived brand content. To do<br>this, it is needed to have a full understanding of how consumers buy and use the goods, and most<br>importantly - about what they know, how think and feel.<br>Keywords: brand, brand equity, "DNA"-approach to brand building, oil retail market.</p> ER -