Harmonization of Marketing Tools for the Implementation of the Aggregate Brand Promotion Strategy

The proposed research is aimed to have better understanding of key marketing tools that affect brand’s performance. This study describes the results of the analytical work on the situation in the market of designer clothes of St. Petersburg, the capacity for the analysis of the selected organization and calculation of cost-effectiveness of the modernized strategy to promote the brand. Modern researches in this field conducted by S. Davis, D. Schulz, F. Jefkins, D. Aaker and other worldwide known experts in marketing and branding were used as a theoretical basis for the development of a common media-marketing ecosystem of the brand. In order to improve the branding strategy, the author of this paper calculated the cost-effectiveness of the new brand strategy, taking into account the expected costs and benefits. As the result, the model of Media-Marketing Ecosystem of the company with harmonized marketing tools was built. This model of harmonized marketing tools in accordance with the communication strategy of advancement in all areas of business processes allows management to monitor the brand relevance and effectiveness of the advertising campaigns and events to promote the brand, combined into a single media marketing ecosystem brand. It should be noted that the concept of ecosystem designed exclusively by foreign experts on internet-promotion strategies, and for real media environment such theory has not previously been formulated. In addition, the Russian sources rarely mention the term ecosystem and harmonization of tools used in a marketing way, that is why this paper is an example of creating a media and marketing ecosystem in Russian organization using various methods of brand promotion. Findings are crucial for marketing departments and entrepreneurs in the fashion industry.