STRATEGY OF BRANDING OF STREAMING SERVICES IN THE DIGITALIZATION CONDITIONS

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dc.contributor.authorЧукурна О. П.
dc.contributor.authorChukurna O.
dc.contributor.authorРадкевич Л.
dc.contributor.authorRadkevych L.
dc.contributor.authorКофман В.
dc.contributor.authorKofman V.
dc.contributor.authorСторчовий Н.
dc.contributor.authorStorchovyi N.
dc.date.accessioned2024-12-06T11:19:15Z
dc.date.available2024-12-06T11:19:15Z
dc.date.issued2022
dc.descriptionStrategy of branding of streaming services in the digitalization conditions / O. Chukurna, L. Radkevych, V. Kofman, N. Storchovyi // Zeszyty Naukowe Wyższej Szkoły Technicznej w Katowicach. 2022. №14. S. 165-178.
dc.description.abstractThe article substantiates the stages of formation of the branding strategy of streaming services in the conditions of digitalization. The main stage in the formation of brand strategy is to conduct marketing research aimed at determining the brand’s position in the market. The article presents the results of NaVi’s marketing research as one of the most popular streaming services in the field of e-sports. As a result of the study, the procedure for forming the strategic principles of branding streaming services in the context of digitalization was determined. The main segments of the target audience of streaming services have been identified, which include «skeptical fans» and «enthusiast fans». The advantages of streaming as a tool for brand formation and promotion are evaluated. It was substantiated the key factors due to which the added value of the brand in the field of streaming services is formed.
dc.identifier.issn2082-7016
dc.identifier.urihttp://193.186.15.27:4000/handle/123456789/615
dc.language.isoen
dc.publisherWydawnictwo Wyższej Szkoły Technicznej w Katowicach
dc.subjectbranding strategy
dc.subjectstreaming services
dc.subjectстратегія брендингу
dc.subjectпотокові послуги
dc.subjectцифровізація
dc.titleSTRATEGY OF BRANDING OF STREAMING SERVICES IN THE DIGITALIZATION CONDITIONS
dc.title.alternativeСТРАТЕГІЯ БРЕНДИНГУ ПОТОКОВИХ СЕРВІСІВ В УМОВАХ ЦИФРОВІЗАЦІЇ
dc.typeArticle

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