CORPORATE IDENTITY AS A STRATEGIC TOOL FOR BRAND MANAGEMENT

Iryna Polishchuk; Oksana Yakushevska; Yuriy Dovhan; Viktoriia Petrova

doi:10.30890/2709-2313.2025-42-05-043

Authors

Iryna Polishchuk Vinnytsia Institute of Trade and Economics of State University of Trade and Economics https://orcid.org/0000-0001-6939-8529
Oksana Yakushevska Vinnytsia Institute of Trade and Economics of State University of Trade and Economics https://orcid.org/0000-0001-9351-4200
Yuriy Dovhan Vinnytsia Institute of Trade and Economics of State University of Trade and Economics https://orcid.org/0000-0002-0689-7758
Viktoriia Petrova Vinnytsia Institute of Trade and Economics of State University of Trade and Economics https://orcid.org/0009-0006-5518-3344

DOI:

https://doi.org/10.30890/2709-2313.2025-42-05-043

Keywords:

corporate identity, branding strategy, visual marketing, brand positioning, business communication, brand personality, strategic marketing, digital transformation, brand differentiation, consumer perception

Abstract

Corporate identity represents a comprehensive concept that encompasses a set of visual, auditory, and conceptual elements that shape an enterprise’s image and ensure its effective positioning in the market. In the digital environment, maintaining a consis

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References

Zamkova N. L., Polishchuk I. I., Dovgan Y. V., Sharko V. V., Tanasychuk A. M. Marketing Management: A Textbook. Vinnytsia: Editorial and Publishing Department of VTEI DTEU. 2024. 294 p.

Zamlynskyi V. A. The influence of corporate culture on the development of a company. Accounting and Finance. 2019. No. 1 (83). P. 145–151.

Morokhova V. O., Boiko O. V., Lorvi I. F. Marketing technologies for forming competitive advantages of enterprises. Economic Forum. 2021. Vol. 1, No. 3. P. 87–93. URL: https://doi.org/10.36910/6775-2308-8559-2021-3-12.

Polishchuk I.I., Dovgan Y.V. Enterprise strategy and the influence of marketing on its formation. Marketing, entrepreneurship, and trade: current state, directions of development. Collective monograph. Rozdelna: Leradruk Publishing House, 2020. Pp. 347–360.

Ponomarenko I., Balandyuk A. Corporate identity as the basis of a company's communication policy: thesis. 2021. URL: https://er.knutd.edu.ua/handle/123456789/18187.

Corporate identity development: main stages and elements. - Goldweb Solutions IT company. Goldweb Solutions IT company. URL: https://goldwebsolutions.com/uk/blog/rozrobka-firmovogo-stilyu-osnovni-etapi-ta-elementi/.

Fayvishenko D. Brand strategy: planning tools. Scientific support for technological progress in the 21st century. 2020. URL: https://doi.org/10.36074/01.05.2020.v1.03.

CORPORATE IDENTITY AS A STRATEGIC TOOL FOR BRAND MANAGEMENT

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1st place at the prestigious All-Ukrainian (national) competition

1st and 2nd place at the prestigious European exhibition

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