Interaction Between Branding of innovations and the economic situation of the company (on the example of innovation-oriented companies in the Russian Federation)
Aim. This study provides practical recommendations in the area of branding, depending on the type of market environment of an innovation. Materials and methods. Practical verification of the hypothesis was conducted based on the survey of 67 Russian companies. There were two surveyed groups: the first group included students of the presidential program “Training of Managers for Organizing the National Economy of the Russian Federation” (27 profiles); the second group included surveys mailed directly to companies in the city (40 profiles). Results. The authors propose a model of interaction between marketing factors (predominantly branding) and innovation activities and the economic situation of the company. The formulated hypotheses were tested during a field study (survey of managers of Russian innovation-oriented companies). The analysis reveals inadequate orientation of Russian companies toward consumer demands in the development of innovations. Correlation analysis demonstrated a weak positive correlation between the elements of the proposed model. The authors develop and suggest different branding strategies, which depend on four types of market environments for a new product. The authors recommend a range of measures to build a brand image for innovation-oriented companies and for the specific innovation. The authors propose a set of modern communication techniques for promoting high-tech innovations in the market.