Fundamentals, Principles and Strategies of Work

Brand media are becoming a tool to attract the attention of customers and strengthen long-term relationships with them through telling a business about itself.

Brand media plays a big role in the information society. This is a strategic approach to the promotion of goods and services, which allows companies not only to advertise products, but also to form a brand image.

In brand media, content is used to convey the company’s values to consumers, which further determines sales, loyalty, and reputation. Working on the principle of “don’t sell goods, tell stories”, organizations use various formats: articles, videos, podcasts to establish a long-term connection with the audience.

Recognition

The goal is to make it easier for consumers to recognize the brand and associate it with certain characteristics and values. For example, the IKEA trade group focuses on family values, and the PR campaign is aimed at the appropriate audience. As a result, when there is a need to buy furniture for children in the children’s room, the idea to open the IKEA store catalog comes by itself.

Formation and Maintenance of a Positive Image

Brand media creates an image of a company that meets its goals and evokes positive emotions from the audience. For example, Christian Dior started as a fashion house for the elite. With the help of advertising and screenings, she created an appropriate image for herself by the 1950s. Customers of Dior dresses were given a sense of being chosen, so the...