CHARACTERISTICS OF BRAND PERCEPTION IN A COMPETITIVE ENVIRONMENT: RESEARCH RESULTS (CELEBRIUM LABS)
Ph.D. in Sociology, Associate Professor, PR Director
Financial University/Celebrium Labs
The article is devoted to the research of Celebrium Labs company (through unique neurotechnology in marketing – Celebrium X). This study aims to accomplish several goals on the example of brand «Kozelsky»
(Kozelsky Dairy Products). Firstly, the business goal, which consists of improving the brand’s visibility on the
storefront and increasing sales by 30% in comparison with 2020 figures by attracting new consumers and increasing customer loyalty. Secondly, the goal of the study as a whole, which consists of acquiring understanding of the peculiarities of brand perception within a competitive environment.
Keywords: consumption of daily products, “Young hedonists”, “Homemakers”, “Venerable elders”, Celebrium