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Novosibirsk State University of Economics and Management Новосибирский Государственный Университет Экономики и Управления Branding as a process of formation of preferences to the brand through integrated marketing communications (for example, «AvtoVAZ») Брендинг, как процессе формирования предпочтений к торговой марке, посредством интегрированных маркетинговых коммуникаций (на примере ОАО «АвтоВАЗ») Prepair: Fedorova Daria Valeryevna Подготовила : Фёдорова Дарья Валерьевна Branding is a concept application all the best that can be used for promotion advertising brand including marketing and PR A bright example of how, despite the paradoxical opinion of consumers about the product, the trade mark is a brand, can be AvtoVAZ. As we mentioned earlier, AvtoVAZ produces cars of the brand LADA. LADA is a brand designed for a wide circle of buyers, for everyone who would like to feel the joy of movement - that is how company positions itself in the market. The company tries to facilitate the task of marketers on the ground dealerships in all cities of Russia. If they developing marketing activities, they can find all necessary information on special marketing portal LADA. Special marketing portal LADA This advertising campaign was the same for all dealers of the brand LADA, it was held locally with centralized media planning. It involved 17 regions and 100 authorized LADA's dealers 17 regions 100 authorized dealers The aim of this campaign was the critical need to tell consumers about the improvement of consumer properties of the car. Concept of the advertising campaign became an idea about "what should be the car" Brand Lada positioning for consumers in creation quality vehicles at reasonable price. Consumers of this brand want to have cheap car, so distinguishing feature of the LADA products is the most affordable prices in the market segment of new cars selling in Russia. The key strategy of the brand consist that they advertise not exactly cars, but the fact of the existence of the AvtoVAZ plant. This is because AvtoVAZ has decided to focus on the economic segment. With selection of a new advertising strategy, a new benefit of cars was chosen and it is availability of repair. So it's one of the most important factors for consumer. The target audience is very diverse: new-involved men and women aged 2530 years, students, housewives, novice drivers - traditional advertising vehicle were selected. Due to the fact that the Russians still tend to doubt the quality of the Russian car industry, before advertisers stood besides the main task, one more - to return emotional connection with the consumer. It was necessary to consider all the details of promotional image of a user, so he could recognize himself in it at once. Advertising in print media Examples of Internet advertising dealers. Regional placement The sites for Internet-advertisement were: •Yandex.ru •Mail.ru •Auto.ru •Rambler.ru •Google.ru. The first week of placement has led to a significant increase in requests: •New Lada Kalina plus fifty three percent •Lada Kalina Universal plus twenty one percent In December the increase in request was preserved: •New Lada Kalina plus 45 percent •Lada Kalina Universal plus nineteen percent Increase site traffic before the start of Internet campaign is directly related to the start of the campaign on TV. The accumulated effect of TV campaign to the 2nd week of the placement and also the implementation of the concept of a TV movie in subsequent banner campaign in the Internet has led to a significant increase of visits to the site. So we can confidently say that the advertising campaign was effective and produced results. The level of sales of the vehicle exceeded the expected effect. In December 2013 LADA Kalina came on the second place in sales. In December was sold 8460 cars, which is 51.6 % more that in November when advertising campaign began. Thus, we can conclude that even if the car market is able for the same money to satisfy consumer preferences, brand LADA was able to find desired points of impact on consumer and could form the Unique Selling Proposition so that their brand has become one of the best selling THANKS FOR YOUR ATTANTION!