student
SberMarketing (FMCG development, leading manager)
employee
Russian Federation
employee
Moscow, Russian Federation
UDC 659.1
UDC 659.4
Conducting a competitive struggle is viewed in this work through the image of warfare in order to show the essence of a soft power strategy. The forms, methods and means of advertising and PR communication used in the “battle” for consumers are revealed. A comparative analysis of the nature of a brand and a trademark is made to show the advantages of branding in the application of soft power. Examples of a reflexive approach in PR strategy are given. The results of competitive confrontation have been summarised in relation to the effectiveness of the methods of information advertising struggle for its participants.
competitive struggle, business, advertising tools, PR communications, soft power, reflective approach
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