VISUAL BRAND IDENTIFICATION (ON THE EXAMPLE OF THE CONFECTIONERY ALINKA TSVIRKO)

UDC 659.126.1

  • Zhuravleva Anna Igorevna – student. Belarusian State Technological University (13a, Sverdlova str., 220006, Minsk, Republic of Belarus). E-mail: anayaleaf@yandex.by

  • Kovalevskaya Natal’ya Ivanovna – Senior Lecturer, the Department of Editing and Publishing Technology. Belarusian State Technological University (13a, Sverdlova str., 220006, Minsk, Republic of Belarus). E-mail: naivs@tut.by

DOI: https://doi.org/10.52065/2520-6729-2021-249-2-126-135

Key words: branding, corporate identity, visual identification, brief, logo, identity.

For citation: Zhuravleva A. I., Kovalevskaya N. I. Visual brand identification (on the example of the confectionery Alinka Tsvirko). Proceedings of BSTU, issue 4, Print and Mediatechnologies, 2021, no. 2 (249), pp. 126–135 (In Russian). DOI: https://doi.org/10.52065/2520-6729-2021-249-2-126-135.

Abstract

The confectionery market is a very extensive segment of food products. The creation of a strong brand in the confectionery segment is a priority task of Belarusian manufacturers due to the presence of international food companies on the market. The problem of branding confectionery products has become urgent due to the fact that even in a small croissant, consumers see not just a source of energy. Today, when buying any confectionery product, a person wants to get both a high-quality product and a new experience, vivid impressions of the packaging or name.

The correctly chosen method of positioning and successful marketing events of the brand will help to distinguish your product among others. Competent branding allows you to increase the involvement of customers: they begin to consider their favorite product an integral part of their life and associate their image with the image of the brand.

The article presents a study on the need for a visual identity of the brand and the process of its formation, which will serve as the basis for the development of the visual identity of the company alinka.tsvirko. Based on the conducted research, a memorable and original style was created that corresponds to the brand values. To make it consistent, recommendations were given on the use of corporate identity, which should help in the development of points of interaction with customers, including social networks, business cards, letterheads, and so on.

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