TY - GEN

T1 - Брендинг впечатлений в условиях пандемии

AU - Давыденко, Елена Анатольевна

PY - 2022

Y1 - 2022

N2 - The article is devoted to the application of such a direction in brand management as impression branding. Branding of impressions has acquired a special role in the context of the coronavirus pandemic. Many brands have shared with consumers the difficulties associated with the introduction of restrictions. The article discusses such a branding technique as Customer Episodes. Many brands have shared with consumers the difficulties associated with the introduction of restrictions. The article provides examples of companies that have implemented the principles of impression branding (in particular, Apple, Tiffani).

AB - The article is devoted to the application of such a direction in brand management as impression branding. Branding of impressions has acquired a special role in the context of the coronavirus pandemic. Many brands have shared with consumers the difficulties associated with the introduction of restrictions. The article discusses such a branding technique as Customer Episodes. Many brands have shared with consumers the difficulties associated with the introduction of restrictions. The article provides examples of companies that have implemented the principles of impression branding (in particular, Apple, Tiffani).

M3 - статья в сборнике материалов конференции

SN - 9785763721936

SP - 219

EP - 223

BT - Пятая международная конференция «Управление бизнесом в цифровой экономике»

PB - Издательство Санкт-Петербургского государственного университета технологии и дизайна

CY - СПб

T2 - Пятая международная конференция "Управление бизнесом в цифровой экономике"

Y2 - 18 March 2022 through 19 March 2022

ER -