Communication Strategies of Innovative Brand Image Development

Relevance: in the last few years, innovation has become one of the main concepts in the business sphere. We can say that the trend for innovation today is key in all areas of our lives, from medicine to gaming technology. Statistics show that 68% of consumers are willing to pay an average of 21% more for the brand, which they consider innovative. This suggests that for companies it is important not only to create an innovative product, especially since it is not applicable to all spheres, but also to create an image of an innovative brand. Objective: on the basis of studying the positive and negative experience of companies in creating an image of an innovative brand, and also on the basis of empirical research, to identify which communication strategies are most effective for forming the image of an innovative brand. Objectives: To define the concept of brand image; To study typologies of brand image; Identify the categories of brand image evaluation; Define the concept of innovation; Identify the criteria for an innovative brand; Identify how Russian consumers perceive brand innovation; Analyze communication campaigns of brands that position themselves as innovative; Identify the similarities and differences of their strategies, determine due to what the effect of innovation should be achieved; On the basis of an associative experiment, compare the image of brands analyzed in the eyes of consumers with their own brand positioning; Relying on in-depth interviews with consumers to identify why they think that brands are innovative and what affects it; Identify effective communication strategies; Methodology: case study; associative experiment; 10 in-depth interviews with consumers. Structure of the work: introduction, 4 chapters, conclusion, list of literature. The amount of work is 185 pages without applications.