Necessity of branding is obvious: in the modern world in many markets the brand is a condition of existence of the goods in general. A brand - one of the major factors of maintenance of adherence and loyalty of buyers. For the holder a brand - the most expensive company asset. To the consumer the brand helps to identify the goods or service in system of a total supermarket.

Today it is possible to name the favourite of regional fur brands brand "Kalinka-Morozov". It is not casually industrial-commercial firm submits the largest exhibitions and podiums, the name of a brand of the company sounds together with leading brands and fashion designers, such as Vyacheslav Zajtsev, Valentine Yudashkin, Irina Tantsurina, Igor Chapurin, etc.

Company "Kalinka-Morozov" is one of few Russian enterprises of fur branch who sell the items in the central Europe, mastering North American continent. The advancement focused on fashion-community, in our opinion, the motto of the company.
 
Original and daring ideas, creative and exclusive models, colour of gold and silver, unexpected combinations - it is final, these are new models of a season autumn-winter 2006/07 bewitch elite of buyers.

On the one hand in a new collection - graceful, elegant, effective, mysterious models of the modern queen. Man's images of a collection - the magnificent businessman complete of dignity the prince replace one another.

On the other hand, the collection unites ethnic motives and style of urban streets. It is a new sight at elements of the autumn and winter suit, based on transformation national in modern.

It creates all an image "mysterious, exciting" and the strongest brand …



Information portal fur Empire: http://efur.mcnip.ru 



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Branding and brand

The branding (branding) as a science and art of creation long-term on-kupatelskogo preferences to certain commodity mark in the Russian consumer market only starts to develop. In the last years mar-ketologi give to the given problem a close attention as foreign manufacturers actively use the concept of branding and skilfully create proof competitive advantages of the commodity marks in consciousness on consumers (firms Procter and Gamble, Samsung, Kodak, Nestle, Coca Cola and many other things). In essence the modern consumer market is a war of trade marks, commodity marks and images for their place in consciousness of buyers. It forces domestic manufacturers osoz-nat an urgency of a problem of adaptation of the western concept of branding to the Russian conditions.

The term “branding” occurs from a Latin word “brand” - тавро, a brand. As the academic concept it is formed in 30th years of the XX-th century to the USA and since then its organizational-functional embodiment - ma-rochnyj the management principle (brand management), consisting in vydele-nii separate brands in independent objects of marketing, became the obshche-accepted tool of commodity positioning. The term “branding” has no exact equivalent in Russian.

Any possible variants of translation - “inclination formation in certain mark at the buyer”, “maintenance consumer predpoch-tenija to mark among competing” - not absolutely precisely reflect its essence. The closest transfer: “an image of mark of the goods (service) in soz-nanii the buyer, allocating it among competing”.

The brand is the essence developing in time, - from mark as the concept consisting of known elements (firm name, logo, style, slogan), to set of functional and emotional elements accurately apprehended by buyers, uniform with the goods and method of its submission. In it basic difference of a brand from a trade mark which represents “the designations, capable to distinguish accordingly the goods and services of one legal and physical persons from the homogeneous goods and services of others legal or physical persons” consists. Developed a brand it is characterised “by degree продвинутости” (brand development index) and “degree of loyalty to a brand” (brand loyalty), in target audience of buyers and in its separate segments. It though also subjective, but the measured concepts the cost estimation of a brand (brand value) which is made by means of gaugings of degree of its popularity becomes which results.


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We invite to participate in 1st stage of competition "the strongest fur brand"!


Since December, 20th, 2006 starts 2nd stage of the project: on-line meetings and discussions with the best top-managers of fur branch and definition of winners of the project.

Contacts:
The project head - д.э.н., professor Irina Vasilevna Skopin
This e-mail address is being protected from spam bots, you need JavaScript enabled to view it
т. 8-912-827-17-55
 
The note: Competition started on November, 20th, 2006