The role of commercial symbols in the activity of...

The role of commercial symbols in the activity of innovation-oriented companies

The presence of commercial symbols in the new technology to meet the needs - a boon for the buyer, and hence for the company. Effective brand management has several meanings for an innovation-oriented company.

The presence of commercial symbols promotes the market for new products and services produced by an innovative-oriented company, thanks to the following.

1. A new product that appears under a commercial symbol corresponding to the thesaurus of potential buyers gets huge advantages on the market.

2. The buyer, who once tried and evaluated the quality of a new product produced under a certain commercial symbol, will choose the already tested one from several similar products.

3. A commercial symbol produces a definite, positive, conditioned reflex to a commodity. Formed positive impressions of the product under a specific commercial symbol work for a positive choice, even if the quality slightly deteriorates.

The mechanism of information impact in the process of marketing communications with the buyer of a new product can be divided into several stages.

The first stage is the transmission of an information signal about the existence of a new technology option to meet a certain need. At this moment, the main information impact goes to the sphere of consciousness. The tool of information influence is mainly informative advertising.

The second stage - the means of marketing communication help potential buyers to carry out the process of virtual consumption of goods. Future consumers are described and demonstrated the process of consumption and its positive results. The object of influence at this stage is both the consciousness and the subconscious of man. The basic tools for informing are non-profit articles, films, radio programs. Personal sales, exhibition activities can be of great help. Advertising plays an auxiliary role.

The third stage boils down to the development of a conditional positive reflex on the goods offered by a specific manufacturer. It is assumed that at this stage there is a process of actual consumption of a new product by the buyer. The task of the firm is to support the information positive impressions of the use of the goods, to form in the minds of the buyer a stable positive reflex to the company's trademarks. A stable positive stereotype leads to repeated purchases, even with the appearance of successful competitors' products and a slight deterioration in the quality of the goods of the firm. In the third stage, as on no other, the impact on the human subconscious is great. Technologies used in this period are usually called neurolinguistic programming. Instrumentation of neurolinguistic programming is propaganda methods, indirect (BTL-technology) and covert advertising. Formally, hidden advertising in most countries is prohibited, but often in violation of the law apply the effect of the 25th frame, rheostat shooting, font allocation of a special message in another neutral text.

If you address the problem of the need for branding in innovative-active companies, then it should be, above all, the barriers to the perception of innovation (the value of the brand for buyers and firms) and, first and foremost, the barrier of negative experience.

If in the process of consumption of an innovative product (in this case it is a product innovation) consisting of three main stages: the perception of the product, virtual consumption and actual consumption or the extraction of its beneficial properties from the product, the consumer consciousness can associate the received sensory information with any past experience or knowledge, it is not able to imagine what the need is able to satisfy the new product, how to extract useful properties from it, which indicates the impossibility of virtual consumption. In this case there is a barrier of inability to recognize.

When, on the way to food consumption, there is a barrier of inability to recognize, characteristic of new, unidentified products, any consumption of which carries a potential danger to the human body and consciousness, virtual consumption begins with the research "test phase" during which the research the product at the information level in order to determine the mode and limits of consumption and gain experience of mental, virtual consumption, in order to avoid unpleasant sensations or fatal errors at the stage of actual consumption. During the "test phase", a multivariate consumption simulation occurs, which may be accompanied by a temporary return to the perception stage to re-use the information channel between the product and the consumer, in order to obtain additional information necessary for simulating actual consumption at the consumption stage of the virtual ".

It is the presence of the test phase makes the phenomenon of virtual consumption extremely important when consuming, in the first place, radical product innovations. In fact, if the healthy conservatism of consumers' consciousness simply did not allow acquaintance with new and therefore potentially life-threatening subjects and ideas, it would be impossible to offer new products in the consumer market.

Virtual consumption is able to overcome the barriers of perception and create a demand for new products, and therefore it is given an important role in introducing consumers to product innovations.

In order for virtual consumption to lead to actual consumption, a person's consciousness needs a "push", which is the commercial symbol (brand) directly associated with the reliability of an innovative active company, with the high quality of its existing products, with the fact that there will be no harm from using even an unknown product of this particular company.

When a new barrier of perception arises in the process of consuming a new product - a barrier of negative experience, when a large number of consumers have a negative experience of using the goods of this firm, the innovator company needs to rebrand, and so that consumers have a new brand was not associated with the previous trademark.

The same applies to process innovations, which are goods on the industrial market (B2B market), only with the difference that the barrier of negative experience will be eliminated by rebranding, as both sellers and buyers of innovations in the form of technologies are companies, and the process of selling such innovations often occurs in the form of business communication between their representatives, a damaged reputation for the supplier will be difficult to restore only by changing the name and positioning of the brand.

Therefore, due to the brand (first of all, a strong brand), a high-tech company is capable of increasing sales of its innovative products and technologies, overcoming the barriers to innovation when consumers are ready to take the risk of consuming an unknown product with new consumer properties due to them trust to the brand known to them.

In addition, abstracting from innovative barriers, due to the loyalty of customers ready to buy every novelty of the company, only because it is a novelty of this particular company, innovation-active companies can significantly increase their sales volumes.

A commercial symbol (trademark) protects a new product from counterfeiting and other illegal uses.

1. Consumers recognize the new product as a specific commercial symbol, and the product begins to be associated with this commercial symbol (in the market most often dominated by products with commercial symbols, under which they appeared on the market for the first time).

2. A strong commercial symbol (trademark) protects the product from unfair competition.

3. A commercial symbol (trademark) can protect a product faster than a patent, and protect the product longer.

Extraction of an innovative-oriented company additional income due to the possession of a good commercial symbol (trademark) occurs as follows:

1. The buyer, paying for the goods, pays for the commercial symbol (trademark that has become a brand).

2. The sale of a commercial symbol (trademark) brings revenue (the main tool here is franchising).

3. When buying a company, the buyer pays for its commercial symbols (trademarks that have become brands).

The brand of the employer (employer - brand) allows more innovative effective personnel policies. One of the most common tasks solved using employer-branding, is to attract the right employees to the company, the right employees. The formed brand of the employer allows the innovative-oriented firm to attract the most talented scientists and developers and for a long time to keep them as their employees. This process characterizes a number of indicators.

Among these indicators, you should first of all specify the parameter associated with the labor costs for closing the position (the number of days spent on closing the vacancy). This indicator is perfectly "monetized" by translating the amount of effort spent on finding an employee, in money (based on the cost of an hour of work of a specialist of the personnel service and other employees involved in the selection process). "

In addition, they take into account the reduction in losses that could arise in the absence of the necessary scientific specialist, sometimes such losses are indirect (lost deals, lost customers), and sometimes direct - the costs of renting temporary personnel, for overtime or bonus payments Other employees who are performing work for an absent specialist. Thus, the decrease in the value of the indicator "costs for closing the vacancy" even by 10% within the company can give a significant economic effect. It is achieved in many respects due to the fact that as a result of competent brand building and effective communication policy, an innovation company receives significantly more CVs of "suitable" candidates, even if the total number of resumes has remained the same (decreased) or the professional level of applicants in the whole for the market is quite low.

It should be noted that in the event that the company has a employer -brand, the percentage of candidates refusal at the last stages of the interview will be much lower, since their attitudes and expectations will initially be more adequate .

Another indicator is the direct costs of recruitment (recruitment services, publication of ads, etc.). If a company already has a certain reputation in the labor market, it can attract valuable candidates directly, simply by posting a job announcement. Yes, and on the calls of the company's employees, specialists will react more positively when it comes to headhunting ( headhunting) (and today this method is becoming more common). The need to publish a large number of vacancy announcements also disappears, because the level of attention to the company from the experts it needs will be significantly higher (which means that the level of response will increase). Of course, it can be argued that the employer-brand, and its construction requires investments, and even if you reduce the cost of recruiting, the total cost will not change.


In this case, you need to draw the attention of company executives to the second important aspect of the employer-brand - to the company. We note that its influence in this direction becomes more significant and gives a longer economic effect. It is about detention, motivation and, as a result, increasing the productivity of scientific staff.

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