Strategic aspect of the use of virtual brands in the conditions of the experience economy

Abstract

In the conditions of the economy of impressions, approaches to the creation, development and management of brands should reflect new (virtual) business models in the most significant markets for the enterprise and in important (profitable) directions and effectively combine them with traditional (real) ones, which will ensure maximum benefits with minimal risks business development. In order to achieve optimal levels of satisfying the needs of brand users, and in this context potential investors, regional administrations and local governments, enterprises need to use high information technologies and rely on cultural and social, i.e. secondary, needs of users, harmonizing them with primary ones, which is expedient achieve a combination of rational and emotional benefits. An important component of the success of branding in investing is the ability to use and establish direct individual contacts, which guarantee a high level of satisfaction of both emotional and rational needs. Strategies for the development of modern brand sites should be built taking into account three components: the level of progressiveness of technologies (simple or high), detailing of messages (unified or personalized) and their focus on simple information exchange or social interactions and structuredness (weak or rigid). Brand site development tactics should take into account such advantages as proactivity , interactivity, personal communications, simple navigation and feedback. An important task of brands is the formation of trust on the basis of semantic and investment activity in order to establish effective relationships between the enterprise and the external environment in the process of investment activity.