Nowadays, each company or organization trying to build a strong brand out of its products or corporate name. Why is it happening? Because consumers are different now – people aren't looking just for the product's physical characteristics or satisfaction of their physical wants and needs; they pay more and more attention to the soft assets and intangible characteristics of the product. We are diving deeper into the virtual world and pay more attention to intellectual things. Consumers are more intent to be part of the value co-creation process and share the brand values many researchers say. A brand could be defined as an intellectual part of the product, which has a strong positive connection to the consumer and brings extra value to the product or a company in a consumer's perception. [17] What can bring this positive connection? There are three levels of brand communications: how we look; how we talk; how we act. [1] Managing all of them we could create a good story of your brand, which matches the customer's lifetime value system and build that positive connection. In other words — the good story brings you clients and adepts who bring you money and benefits. Building a company's history or a legend, we create and manage enterprise cultural heritage and this legacy turns to the revenue over time. In terms of understanding a brand's legacy perception, we use the Chernatony-Thompson model, which gives us the look to the emotional and intellectual consumer's connection to the brand. We conducted the exploratory survey and get an understanding of the Plekhanov Russian University of Economics (PRUE) brand value students' perception and set its brand equity basis - the university has over a hundred years of traditions and history. Also, as a result, we present the examples and analysis of the brand legacy creation and management of the Enterprise Cultural Heritage process at the first and oldest marketing department in Russia. We see the importance of the work in modern conditions and time of global changes because education and science in the field of life where, by building the legacy, you're creating the future! The study composed as the first part of exploratory research to identify the problems of enterprise cultural heritage perception by the target audience. The result includes a theoretical basis and current situational analysis and preset for the model of company legacy management.
展开▼
