Any product when it appears on the market creates an impression of itself — positive or negative, it appears inevitably, as soon as the consumer learns about the product. These associations, the perception of the goods by the consumer, are called the brand. A brand is an impression of a product in the minds of consumers, a label that is mentally glued to the product. The process of creating and managing a brand is called branding. It may include creating, strengthening, re-positioning, updating and changing the stage of brand development, its expansion and deepening. Branding is a technique of creating a special impression that contributes to the overall image and in relation to the target market segment to the brand. [1]

Brand Management is the process of creating individual brand features, changing them to achieve maximum efficiency, checking that individual features are not adjusted for the sake of tactical benefit, as well as drawing up anti-crisis brand management plans, if necessary, in order to strategically increase the value of the brand.

Therefore, the brand is a highly competitive product, which has become a synergistic result of the most effective integration of branding and strategic marketing in the enterprise. [2]

In branding, there is a principle called the «positional principle» — it is that the first company to take its position in the minds of consumers, it is no longer possible to deprive this place: IBM — computers, drinks — Coca Cola. [3] the Essence of a successful marketing strategy in the application of this principle is to monitor the opening of new opportunities and make a move, fixing the product on the stairs. In the future, all the actions of branding will be reduced only to keeping this first place in the minds of consumers.

Every year around the world several tens of thousands of brands cease to exist, although the liberated market niche is immediately occupied by new ones. According to statistics, more than 60 % of them «die» during the first year of existence. This trend can be caused by different reasons, but almost absolute guarantee of success is competent promotion and promotion of the brand. [4]

To promote a trade mark and promote it to the market is not the same thing. If promotion is a one-time process, then you need to promote the brand «to the masses» constantly. The variety of ways of promotion and promotion depends mainly on the degree of imagination, and a little bit on the size of the Bank account. It is the task of brand managers and marketers to fantasize and invent various tricks for the formation of brand awareness and its promotion. Although often advanced ideas are visited by other employees. Therefore, if there is a need to create, promote or promote a new trademark-it is necessary to gather all employees on the «brainstorming» and forward for new ideas!

Even the most modest list of technologies to promote the brand includes a lot of ways: the formation of its own dealer network, TV-radio-Internet advertising, the creation of service and information centers, promotions and presentations, sponsorship, advertising printing, non-traditional marketing, etc. brand Promotion through television and radio advertising requires a very significant financial investment. But it is known that gradually TV advertising begins to lose its position of «leader» in the promotion of goods on the market. Fewer and fewer people watch commercials, and those who watch, the percentage of memorability of the advertised brand is very low. You can even say that «the goal does not justify the funds» invested in it. Advertising printing is used for promotion and promotion of brands since ancient times, only the technique and speed of production change. [5]

When building a brand promotion strategy, it is necessary to take into account the psychological characteristics of the target audience of buyers, so one of the effective technologies for promoting the trademark is the «principle of ownership». All people, one way or another, have a subconscious desire to belong or be involved in any category: rich, healthy, sports, independent, stylish, etc. This is what the strategy of «involved» promotion of the trademark is based on. Thus, the entire visual range and key elements of the Marlboro brand are built as a single image of a strong and independent man. Smoker «Marlboro» associatively feels more courageous, strong and independent. Studies conducted by sociologists in Russia a few years ago revealed that many men buy a certain brand of cigarettes not because of taste preferences or strength of tobacco, namely because of emotional and psychological preferences, that is, thanks to the correctly built and presented strategy of brand promotion.

Promotion of any brand in modern conditions is impossible without direct contact with consumers. There are many ways to establish relations with any category of clients, but the basic method in the West is known as network marketing and has been used for a long time. The technology of brand promotion through direct contacts with consumers has been successfully used for more than a year by P&g, a company widely known all over the world.

Employees of the advertising Agency «Vocalpoint», which provides promotion of P&G products, conduct weekly Internet testing of almost 600,000 women who are included in the list of their regular customers and contactors. These women receive discount coupons for some p&G products and communicate daily with their friends, colleagues and female friends. This is how they learn and then display in the test tasks all the opinions that they had to hear about the company's products for a certain period of time. This technique has been used in several States of America, where the resulting sales volume is twice the sales of other States, conducting traditional advertising companies.

Management of trademarks in the company most often involves organizational and functional implementation — a brand management principle, which consists in the allocation of individual trademarks (brands) in independent objects of management and marketing. In practice, this means the introduction of a new position — the brand Manager, who is responsible for the brand policy of the company. The distribution of functions between the brand Manager, or product Manager, who is responsible for the brand, and the sales Manager can be presented in the following table 1:

Table 1

Main functional responsibilities of managers

Thus, the introduction of the position of trademark Manager, or brand Manager is one of the stages of trademark management. The need for such a position arises at the stage of transition from the stage of brand development and its market launch to the systematic maintenance of the brand image and related consumer associations. In the modern economic world, brand management has become not only the need to create certain reserves of competitiveness, but also an innovative form of management, the strategy of which is aimed at increasing the consumer value of the trademark and the real formation of its competitive advantages in the minds of the consumer. [6]

The role of brands as a means of maintaining entrepreneurial competitiveness and ensuring stable incomes, which make it possible to overcome any economic crisis, is growing dramatically. The first way to stay competitive is that having a brand always attracts consumers to a particular market product, even when customers are reducing their purchases. The second way is that a full-fledged brand assumes that the buyer is guaranteed a certain level of quality and safety of consumer funds. Third, the crisis intensifies competition, and the buyer chooses the best-known among the competitive goods. Fourthly, the brand creates pride and a special sense of status for the consumer, if he is able to purchase the most famous as a very valuable product of a certain trademark.

The experience of Western countries shows that in today's competitive market is essentially a struggle of brands for their place in the minds of buyers. Products without brands are losing their positions in the market in a variety of product categories, and, among the Kazakh consumers of most product groups, the number of buyers willing to purchase branded goods is also increasing. The relevance of the problem of branding development in Kazakhstan is determined by the fact that today, in fact, the consumer market is a competition of trademarks, brands and advertising images for their place in the minds of buyers. This forces domestic companies to realize the need for the development and application of methods of brand management.

Kazakh enterprises have gained some experience in the development of positioning and original packaging, in the long term, the introduction of merchandising, work on the creation of distribution channels and the formation of relations with them. Branding in the Kazakh consumer market is gradually developing. Recent years have been marked by the strengthening of the position of national brands of consumer goods, which successfully compete with foreign brands. The introduction of branding by Kazakh producers will improve the efficiency of marketing activities, will enhance the competitiveness of domestic products, both in domestic and foreign markets.

Kazakh producers need to take into account the following points to form their own brands:

− in Kazakhstan, there are not so many companies that have implemented brand management and have their own brand. Therefore, here you can quickly create and promote a new brand;

− due to the rapid saturation of the domestic market and the constant emergence of new products, previously unknown, consumers do not have time to form loyalty to a particular brand;

− due to the large inflow of low-quality foreign products to the Kazakh market, consumers have an increase in distrust of foreign goods, especially food, and an unambiguous preference for domestic brands of products;

− the brand in Kazakhstan to a much greater extent than in the West, is perceived as a symbol of «authenticity of the goods» (no suspicion of illegal forgery of the brand);

− to create a brand requires a powerful advertising company in the media and the active use of outdoor advertising;

− it is necessary to take into account national traditions and peculiarities of the perception of advertising appeals by domestic consumers and form them in such a way that they become more pleasant than advertising messages of foreign competitors, designed for the perception of the population accustomed to a specific language of advertising.

Thus, the creation of a brand is a long creative process that involves the development of the ideology of brand promotion, its text and visual design, product packaging, distribution of samples, sales promotion, work at the point of sale, i.e. the entire Arsenal of marketing means of influence on the consumer.

There are a number of negative factors that constrain the development of brand management in Kazakhstan enterprises:

− poor development of marketing skills, lack of the principle of «brand management» (brand management);

− limited funds for marketing, compounded by the fact that advertising costs increase the taxable profit of the enterprise;

− lack of management;

− uncertainty in the consumer orientation to individual trademarks, due to the fact that the company continues to produce its products according to the same recipes, approved standards, under the same names. At the same time, buyers prefer familiar names without paying attention to their producers, which makes it difficult to identify their trademarks on the market.

Overcoming these negative barriers will allow enterprises to get high results from brand management, which will help to improve the competitiveness of products.

Kazakhstan's enterprises have real opportunities to improve competitiveness. However, the main thing is the use of internal reserves, since the fundamental source of competitive advantage is the internal resources of the company [3].

To improve the competitiveness of enterprises, it is necessary to take a number of measures in the field of product promotion. First, the involvement of the sales company.

Pros for a sales company:

− ability to receive goods on consignment;

− the lack of competition in this brand;

− advantages in the implementation of branded products.

− Advantages for enterprises:

− guaranteed sales of products;

− turnover increase, respectively, an increase in profits;

− expanding the geography of sales, increasing customer base and product recognition.

In the message of the President of Kazakhstan to the people of Kazakhstan dated January 17, 2014 «Kazakhstan's way — 2050: common goal, common interests, common future» the priority direction of the Concept of Kazakhstan's entry into the top 30 most developed countries of the world is determined by the transfer of the agro-industrial complex to innovative rails [7]. And as you know, innovation is a factor of competitiveness.

Creating a brand of environmentally friendly products in modern conditions is an important factor in increasing demand for it. In recent years, the demand for environmentally friendly, organic products has been growing all over the world. In this regard, the prospects of Kazakhstan's food industry are very large. In the post-Soviet period, in the pursuit of profit, domestic producers began to use more various additives and dyes. Demand for such products is falling. Therefore, the brand of domestic food should be environmentally friendly products with high quality.

References:

1. Tulembayeva A. N., Sakova M. B. Brands of food industry of Kazakhstan// Vestnik KazNU — economic series, 2006 — № 1.
2. Tulembayeva A. N. Branding is a modern weapon in the competition. — City-Business Magazine.08(09)2007
3. Nizagara A. A. Urgency of development of branding in Kazakhstan. The Bulletin Of KazNU. 2005, № 5
4. Zharkin and Partners» Almanac «advertising Laboratory». http://lab.advertology.ru
5. P Zavyalov. C. Marketing in schemes, figures, tables. Textbook. INFRA-M. Two thousand
6. M. V. Slushaenko, A. V. Budnik. Branding in marketing management. M.: omega-L, 2006.
7. Message of the President of Kazakhstan to the people of Kazakhstan dated January 17, 2014 «Kazakhstan's way — 2050: common goal, common interests, common future». [electronic resource]: http://akorda.kz/ru/page/page_215750_poslanie-prezidenta-respublikikazakhstan-n-nazarbaeva-narodu-kazakhstana-17-yanvarya-2014-g