INTEGRATION MECHANISM OF STRATEGY OF A CORPORATE BRAND

Issue № 4, 2015, article № 14, pages 93-100

Section: Cooperation and integration

Language: Russian

Original language title: ИНТЕГРАЦИОННЫЙ МЕХАНИЗМ СТРАТЕГИИ КОРПОРАТИВНОГО БРЕНДА

Keywords: INTERINDUSTRY COMMUNICATIONS, PRODUCTION AND PROCESSING OF GRAIN, MARKETING, BRAND, INTEGRATION, EFFICIENCY

Abstract: Difficulties with increase in volumes of sales of products of processing of the grain are directly connected with the low level of branded production. The carried-out comparative analysis of various trademarks of producers of flour of Stavropol Krai and the federal Makfa brand in retail distribution networks, in the food markets testifies to superiority of the Makfa brand. It is possible to solve a problem of further effective interindustry interaction in structure of a grain cluster, first, by the franchizing mechanism, secondly, on the basis of integration of marketing strategy within formation of a uniform regional corporate brand of a grain cluster. Association of regional trademarks in structure of a regional brand realizes the potential of a synergy of integration interaction.

Authors: Elena Alekseevna Batishcheva