AD ALTA
JOURNAL OF INTERDISCIPLINARY RESEARCH
AUTOMATION OF BUSINESS PROCESSES AT THE ENTERPRISE DURING A BRAND
FORMATION
a
ALIYA KINTONOVA,
b
YERKIN
NESSIPBEKOV,
c
ZULFIYA ARYNOVA,
d
LAZZAT KUSSEPOVA,
e
ANARA
KARYMSAKOVA,
f
ALIYA TAKUADINA,
g
ALEXANDRA
VERETENO,
h
EVGENY KUSHKOV
a,d,e,f
L.N. Gumilyov Eurasian National University, 010008, 2
Satpayev Str., Nur-Sultan, Kazakhstan
b
Almaty Technological University, 480012, 100 Tole bi Str.,
Almaty, Kazakhstan
c
Innovative University of Eurasia, 140003,
102/4 M. Gorkiy Str.,
Pavlodar, Kazakhstan
g
Omsk State University, 644077, 11 Neftezavodsk aya, Str.,
Omsk, Russia
h
Financial University under the Government of the Russian
Federation, 125167, 49 Leningradsky Ave., Moscow, Russia
email:
a
madinaerm@mail.ru,
b
nesipbekov@mail.ru,
c
zaryn24@mail.ru,
d
lazzatk@mail.ru,
e
hatae@mail.ru,
f
alyoka.01@mail.ru,
g
vereteno_aa@mail.ru,
h
mk5rf@mail.ru
Abstract: The modern market economy requires quality products and strong brands
from enterprises. Being the basis of the company’s capitalization, effective brands
help to increase profitability and profitability, both for economic entities in particular,
and for economic activities in general, therefore, it can be concluded that today’s
modern market is a brand market and, in turn, “fate”. The company
(manufacturer/seller) directly depends on the “fate” of the brand. It should be noted
that in these realities, the formation and management of a brand are necessary not only
for the consumer market but also for almost all participants in the process of
developing, producing and selling an innovative quality product.
Keywords: business process, brand formation, brand value, management.
1 Introduction
All this knowledge should be embodied in products for both
production and consumer purposes. At the same time, there will
be an increasing need for deepening and expanding scientific
knowledge and ideas in the field of effective optimization of
business management, which is able to provide solutions to the
tasks set. One of the effective ways is the creation and
development of a strong brand through the optimization of
business processes in the enterprise since this optimization
allows to improve the quality of products, which in turn directly
affects the formation of the brand in the “minds” of consumers.
Before considering the main approaches to optimizing business
processes, it is necessary to clarify the definition of the term
“brand”, which is practically unknown in Soviet economics, but
the root for the entire terminological paradigm of branding.
Moreover, this task is not nationally inherent only in post-Soviet
economics. So, aptly stated on this issue fifteen years ago, “It’s
funny, but one of the hottest points of disagreement between experts
is the definition of a brand,” sounds, oddly, as relevant as if it were
said today. (1, p9) Moreover, this task in light of the networking of
the globalizing economy can be considered - starting with the period
of the emergence of “empathic marketing” - central to a significantly
modified marketing theory, where “the emphasis of both practical
actions and theoretical generalizations are transferred from
“Competitor” to “Buyer””. (2) The buyer’s influence on the brand
value (statistically subjective indicator), reflected in the form of
integrated feedback of the proposed CCVB branding model (Figure
1), increases significantly and rapidly with the development of social
networks on the Internet. Social networks have long been considered
to be exclusively influential tools that shape the attitudes and
behavioral intentions of customers and have an increasing influence
on the perception of brand value. (3)
Assessing the essential characteristics of social networks in
branding, it is important to note that social networks are a
universal platform for informal and official public
communication, differing in a complex social structure based on
the interaction of groups of nodes, social actors and objects that
implement social and economic relations and by them.
Thus, the generalization of a number of concepts, models, and
provisions belonging to the modern theory of branding, led to
the following definition of the concept of the brand. A brand is a
multidimensional coded signal (economic, functional, emotional,
culturological) that carries a message (promise) designed to
identify goods under this brand and/or the owner/user of this
brand, assign ownership of this brand to the owner, also cause a
cognitive resonance in the target market, associated with the
generation of positive associations generated by previous
consumption experiences and/or expectations of a real-virtual
community forming a specified market, the result of which is
expected, to one degree or another, the following results: (4)
1)
the willingness of the target market to pay for this brand
(brand product) more than for the products-analogs of
competitors or former own goods;
2)
preservation/expansion of the target market within the life
cycle of this brand (up to the recession phase);
3)
the emergence of this brand as brand capital and,
accordingly, the transformation of the brand into an object
of sale or lease. (5)
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