The aim of the article. The article is devoted to the problem of the formation of trademark identity. The article aims to clarify the essence of the mark identity category, determine the factors affecting its consumer mark perception and the role of national identity in this process. The difference between such categories as “mark identity” and “mark image” is clarified and based on the generalization of theoretical approaches. The core identity of the mark consists of the complex of characteristics that emphasizes unity, homogeneity of trademark supply that distinguishes it from others. A strong mark identity that enters to the market is seen as key to success in the transformation of the mark to a brand. However, the consumer sees the mark not always like the company wants it to be seen. Consumer perception of the mark depends not only on the instruments used by the company but equally composed of the ideas that come from experience that consumer had gone through and related to the same individual and his surrounding environment. The results of the analysis. First of all, the perception of the consumer is affected by a set of socio-cultural factors that influences the individual during his life in society: values, enclosed in traditions, beliefs, and customs adopted in social groups, in which individual is, and which each member of society embodied in a social habit. So the figure of levels of national culture influence is proposed in this article. Each of the environmental factors causes its influence on the three categories of consumer characteristics (socio-demographic, psychological, and psycho-sociology). The effect of the national culture is carried out on two levels: the individual and the public influences on the national identity of the customer and his perception of the trademark. Another factor is the consumer’s experience with a certain mark (marketing past of the company associated with the introduction of a mark to the market) it is a whole period of “communication” between the company and its customers, during which in the minds of consumers is formed a certain image of the mark and the thought about it. It is a period from the moment of first marketing company until now. Lastly, referring to the third factor that influences consumer mark perception (after those of socio-cultural components and consumer communication experience with the mark) it is worth noting the competition barriers. There is a proposed model of the mechanism of interaction experience between a certain mark and socio-cultural experience of the consumer, the creation of the image, and the competition barriers in this article. It is concluded that the difference between the created identity and perceived image comes from “market dissonance”, which occurs for two reasons: insufficiently thorough study of target consumers and lack of effective marketing influences. So, before you create a mark image in the minds of consumers you need to think about how it is perceived. For this purpose, you need to closely examine the target segment, which is inherent to a certain set of knowledge and beliefs in order to predict consumer reaction. In other words, you should examine existing socio-cultural experience of consumers. Conclusions and directions of further research. The efforts of companies that are carried out through a complex of pricing, communication and marketing strategies should be focused on the target audience considering the studies of its behavior. The arising dissonance can also result from the incorrect determination of competitors. Further studies will be directed to search for specific marketing tools to reduce this dissonance market.
Keywords: national identity, brand perception, image of trade mark, consumer behavior, market dissonance, culture and identity
JEL Classification: M31, D11, D12.
Cite as: Reshetnikova, A. (2017). The role of the national identity of the trademark: the mechanism of perception of the consumer. Marketing and Management of Innovations, 1, 15-24. https://doi.org/10.21272/mmi.2017.1-01