BRAND BUILDING IN THE CONFECTIONERY INDUSTRY

Abstract

The article is devoted to the study of the processes of brand creation and development in the confectionery industry with an emphasis on the emotional, visual and strategic aspects of modern branding. The purpose of the study is to clarify the features of brand formation in the confectionery sector, taking into account theoretical approaches, the emotional component and modern brand practices. In the course of the scientific study, general scientific methods of cognition were used: analysis, synthesis, comparison, generalization, induction, deduction, systemic approach. The results of the study show that in the conditions of current theoretical approaches to branding, archetypal models are of leading importance, providing a deep emotional and symbolic connection between the brand and the consumer. The use of archetypes based on the Jungian concept of the collective unconscious allows brands in the confectionery industry to form recognizable emotionally charged images – such archetypes as the Lover, Creator, Hero or Rebel. These images are actively transmitted through elements of visual identity, advertising messages and packaging design. Thus, the brand manages to endow an ordinary confectionery product for example, a candy with aesthetic and emotional value, turning it into a carrier of cultural identity. The study also proves that a brand in the confectionery sector performs the functions not only of product differentiation in the market, but also of creating trust, emotional attachment and loyalty. In the modern competitive environment, brand identity is considered a strategic asset that contributes to the formation of a community of consumers and the establishment of sustainable communication with them. A key role in this process is played by the brand promise, which, being integrated into the communication, visual and textual components of the brand, forms expectations and satisfaction in the consumer, influencing repeat purchases. The practical significance of the study lies in the possibility of using its results to create effective brands in the confectionery sector, taking into account emotional, visual and strategic aspects.