|PROBLEMS OF MODERN ECONOMICS, N 2 (34), 2010|
|TO THE ELABORATION OF THE PROGRAM FOR LONG-TERM SOCIO-ECONOMIC DEVELOPMENT OF RUSSIA: INNOVATIVE ECONOMICS|
|Radushinsky D. A.|
Senior lecturer, Chair of Economic History, St. Petersburg State University of Economy and Finances, PhD (Economics)
Krylova E. A.
PhD student, Chair of Marketing, St.Petersburg University of Economy and Finances, Brand-manager of the British American Tobacco company
|The article discusses the role of branding in the realization of the innovation process and creating of mutual relations with the consumer, as well as emotional-and-value component of the brand identity and the relations between the quality of goods and brand identity in the major innovation segments. The authors show that brand identity is based on a set of values, which may perform the role of purchase motivation. These values may be grouped into clusters along the axis “individual — communal” in accordance with the type of preference|
|Key words: innovations, branding, brand values, motivators of consumer behavior, relations with the consumer, level of involvement|