Детальная информация

This paper examines how to build communication for a young brand in the Mon tenegrin market: how to form a corporate identity, formulate key messages, values and mission, choose communication channels, enter into partnerships and build a content publishing system. The work is based on modern and relevant theoretical works in the field of strategic communications, branding, advertising and public relations. The paper hypothesizes that branding, advertising, and PR tools are essential for a brand to enter the market and take its place in it as a young, successful company with a good reputation, a high level of audience, and a wide range of loyal consumers. To verify it, various market studies of Montenegro were conducted, as well as a situational analysis for a specific group of artists, who at the time of the start of communication support had only a name and professionalism in the field of entertainment services for children. The hypothesis itself was directly tested: the Fairy Tale Show brand was created and communication support for its activities was developed. The study allowed us to conclude that properly structured communication support has a great impact on the audiences awareness of the brand and its market offer, emphasizes its uniqueness, spreads its key messages, increases the number of loyal consumers, and maintains a positive brand image. Thus, the Fairy Tale Show brand has become recognizable, and has signed several cooperation agreements with commercial companies. The brand has managed to build audience trust through the use of branding, advertising, and PR tools. Among business enterprises and families with children, the Fairy Tale Show brand has developed a positive image. The administration of several cities in Montenegro began inviting Fairy Tale Show artists for city holidays. Thus, the proposed hypothesis was confirmed in the work.