What question did this study set out to answer?

The research aims to establish an integrated marketing framework for enhancing brand performance amidst competitive market dynamics.

February 19, 2026Strategizing Theory and Practice0 citations

Formulating the Strategic Concept of Brand Performance

NTNikolay TrifonovRussian State Academy of Intellectual Property

Key Points

The research aims to establish an integrated marketing framework for enhancing brand performance amidst competitive market dynamics.
Conducted analysis and synthesis of existing literature on brand performance and marketing strategies.
Employed generalization and benchmarking methods to evaluate the effectiveness of brand performance models.
Integrated Professor V.L. Kvint’s theory of strategizing with traditional marketing methods to form a new approach.
Developed a comprehensive model for implementing brand performance marketing effectively.
Identified key strategies for aligning short-term sales stimulation with long-term business goals.
Showed that understanding consumer interaction at all stages enhances brand engagement and performance.

Abstract

In an era of heightened competition and market volatility, a strategic and integrated marketing framework has become indispensable for sustainable business development. Strategic marketing involves an integrated approach to market promotion with a focus on long-term business goals and interaction with consumers at all stages of the marketing funnel. Such a systematic promotion requires accumulating knowledge about the brand as the primary point of contact with a potential customer. Parallel stimulation and processing of current demand make it possible to achieve and scale commercial results. The constant need to stimulate the current sales is always combined with the need for long-term strategic development. Together, they have yielded a new strategic approach of brand performance marketing. The brand performance model of marketing promotion is reliably efficient and popular but scientifically understudied. The article explains the essence of the brand performance approach and offers some practical recommendations for its effective implementation. Such standard methods as analysis, synthesis, generalization, and benchmarking were combined with Professor V.L. Kvint’s theory and methodology of strategizing. The new brand performance approach to strategic marketing promotion from the perspectives of strategizing resulted in a feasible model for the step-by-step development and implementation of brand performance marketing

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