Using Foresight Marketing Methods when Developing a Brand Strategy (In Russ.)

This study is aimed at reviewing and systematizing the methods of brand strategy development based on the concept of foresight marketing in the senses. It is important for brands to follow modern trends, as well as the needs of customers in order to hold key positions in the market, increase the number of consumers, increase their brand loyalty, the level of trust, and gradually expand the geography of business. The purpose of the study is to deepen knowledge about the concept of foresight marketing and develop a brand strategy based on it. The paper considers several approaches to the concept of «foresight», its main methods are given. The approaches of thinking about the future are considered and a correlation between strategy and foresight is found. The key aspects of the use of foresight, as well as the key methods of foresight marketing are identified. The author proposes a unified method for developing a brand strategy based on the use of the concept of foresight marketing, which is relevant for modern brands, and can also be adapted to various conditions. Using the proposed approach will allow brands to create strategies that will be ahead of the current time and help companies adapt to changes in the environment faster than competitors, as well as make it easier to adapt to a new turbulent future.