THE CONCEPTUAL MODEL OF IMAGE MARKETING

The article actualizes the need of using image marketing as an innovative marketing tool in order to maintain the competitiveness of territories, organizations and individuals in the long term due to the synergistic effect of integrating its individual elements into an integrated system. In the digital age, it is becoming much more difficult to attract the attention of potential consumers, because they are constantly in a voluminous information flow. An integrated approach to image design allows building a positive reputation and a strong brand. From the scientific point of view there is a mismatch between the objective demand for image tools and the level of their development. The authors propose an understanding of image marketing as the integration of a number of subprocesses into a single synergetic marketing process of image management with its conversion into reputation capital. The developed conceptual model of image marketing VIEW specifies a set of these subprocesses: value, information, emotions and wealth. Also, the authors define three levels of image marketing (image marketing of territory, image marketing of organization; image marketing of personality) with the identification of specific marketing tools for each level and develope a universal algorithm for image marketing, including segmentation, positioning, image identity, content, communication channels and image strategy. The process-based approach to image marketing reveals the opportunity to conduct positioning and assess image perception to create a strategic intangible asset in the form of a strong brand. Overall, the significance of the study is to substantiate the appropriateness of considering image marketing as a modern marketing concept, which contributes to understanding the logical relationship between it and reputation marketing.

image marketing, image, reputation marketing, territory marketing, personality marketing, value, communication, emotions, wealth, visual marketing

Kasimova E. R., Kuznetsova E. V., Ruvenny I. Y. The conceptual model of image marketing. Biznes. Obrazovanie. Pravo = Business. Education. Law. 2024;3(68):46—51. DOI: 10.25683/VOLBI.2024.68.1033.