Development of a corporate identity for the tourist company "Pro-tour". Basic elements of corporate identity Formation of a corporate style for a tourism enterprise

Corporate identity of a tourism enterprise

Introduction

1. 1 The role of communications in marketing activities

2. 2 The concept of corporate identity

2. 4 Trademark, the central element of corporate identity

3. 1 Development of a corporate identity using the example of the tourist enterprise “Recreation without Borders”

Bibliography

Introduction

Every year, the Russian tourism industry is becoming more and more actively involved in the world market. The most important activity of enterprises operating in the tourism sector is the promotion of tourism products to the market, advertising and sale of prepared tour packages. Currently, the media, special publications, and advertising brochures are literally overflowing with a variety of tourism offers, and the path of a tourism enterprise to success is to convey relevant information to the potential client and provoke his response. This task is feasible if the management of the enterprise has knowledge in the field of marketing or the enterprise has a marketing and advertising department.

Advertising is the most effective tool in an enterprise’s attempts to convey information to its customers, modify their behavior, attract them to the services offered, create a positive image of the enterprise itself, and show its social significance.

formation of the enterprise image and preferences.

Corporate identity (or Corporate Identity) - created by specialists (designers) to create a favorable image of the enterprise and increase the effectiveness of its advertising contacts with consumers. If the manufacturer is deprived of such an effective connection with the consumer, then he will stop investing money in improving old and creating new products. The desire for development and competition in business will fade. Any now successful and more or less famous enterprise today has a single corporate identity. It is this that characterizes the face and difference of the enterprise from others.

Corporate identity is not only a means of forming the image of an enterprise, but also a certain carrier of information. Compliance with corporate style has a positive effect on consumers’ attitude towards it, their trust and recognition. Since it is believed that if there is an exemplary order in production, then it also exists in other areas of the enterprise.

The chosen topic of the course work seems to me to be quite modern and relevant, since the study of issues related to corporate identity is due to the fact that in the modern world an increasing number of enterprises spend several tens of millions of dollars every day on introducing or maintaining in the memory of consumers the distinctive elements of the enterprise.

And this is done in a wide variety of ways using all means of influence available to industrial, commercial and other enterprises and firms: television, radio, cinema, newspapers, magazines, and other print advertising.

The purpose of this course work is to consider the features of the formation and development of the corporate style of a tourism enterprise, as well as the trademark as its main element and carrier.

Object: Marketing communications in the activities of a tourism enterprise.

To achieve this goal, the following tasks were solved:

Consider the basic concepts of corporate identity formation;

Analyze the process of developing a corporate identity for a tourism enterprise.

1. Marketing communications in tourism activities

enterprises

One of the fundamental principles of marketing is market impact. The fact is that marketing involves solving not only the relatively passive task of a detailed and comprehensive study of consumer requirements, adapting the services offered to them, but also the active task of generating demand and stimulating sales (FOSSTIS) in order to increase sales volumes, improve the efficiency and profitability of activities On the market. This is precisely the purpose that the marketing communications complex is designed to serve.

The environment in which a tourism enterprise operates is permeated with a complex system of communications. The company interacts with clients, banks, insurance companies, tourism service providers, and contact audiences. Moreover, these connections are both multidirectional and intersecting in nature. The task of a tourism enterprise is to form and maintain in the eyes of the public, existing and potential clients not only the image of the products offered, but also its own image as an organization as a whole.

The complexity of communication processes and the impossibility of conducting an experiment in real life necessitate its modeling, which is advisable to carry out according to the stages of the product (service) life cycle. This approach makes it possible to most fully cover all areas and levels and use resources with optimal efficiency.

Well-established communication (direct and reverse) connections of a commodity-producing company (as well as other subjects of market activity) are an indispensable condition for its normal functioning as an economic unit, one of the decisive prerequisites for its successful market activity.

Consequently, in its most general form, a complex of marketing communications is a system of activities aimed at establishing and maintaining certain relationships between a tourist enterprise and communication recipients.

Marketing communication is a two-way process: on the one hand, it is intended to influence target and other audiences, and on the other, to receive counter information about the reaction of these audiences to the impact carried out by the enterprise. Both of these components are equally important; their unity gives grounds to talk about marketing communication as a system.

For successful marketing of personal consumption goods, it is necessary that end consumers (buyers) are well aware of the consumer properties of the product offered, places of sale, prices, discounts and payment terms. And since purchasing decisions are made by millions of people, large-scale, often national, advertising campaigns that require significant funds become necessary.

Modern marketing requires much more than creating a product that satisfies a customer's needs, pricing it at the right price, and making it available to target consumers. Firms must communicate with their customers using various types of promotion.

1. 2 Types of promotion used in marketing communications

Marketing communications, as the most active part of the marketing mix, occupy a special place in the activities of a tourism enterprise. The communications mix includes four main elements:

· Personal selling;

1. Personal selling is a type of marketing communications that represents direct contact between a company representative and one or more potential buyers in order to present a tourism product and make a sale.

Personal selling is recognized as the oldest form of product promotion. For a long time, personal contact between buyer and seller was the only way to make a sale.

Today, personal selling is carried out by sales agents.

as well as in wholesale trade.

Traditionally, the personal selling process is divided into five stages, including: searching for potential buyers and establishing contact; identifying client needs; conducting a product presentation; overcoming client objections; completion of the sale and after-sales contacts.

It is worth noting that the key to success at each stage is the presence of “feedback” between the agent and the client.

2. Sales promotion is a series of actions aimed at stimulating consumer demand. Sales promotion plays a special role during the introduction of a new tourism product to the market. Sales promotion is carried out in relation to buyers, as well as in relation to the distribution network.

Sales promotion influences consumer behavior, turning him from a potential buyer into an actual buyer. There are sales promotion operations that are of the hard type - a significant reduction in prices, the sale of additional quantities of goods at constant prices. This is effective if we are talking about a short period of time, but is expensive for the manufacturer.

Currently, these sales promotion operations are of a softer nature. They are more effective in creating a positive product image.

Sales promotion goals.

Marketing comes down to influencing the consumer. A wide range of sales promotion techniques have been created with the sole purpose of attracting consumers to the product in the most effective way and satisfying their needs.

The goals of stimulating consumers are as follows:

· increase the number of buyers;

· increase the number of products purchased by the same buyer.

Sales promotion goals can be: strategic, specific and one-time.

The purpose of stimulating a seller is to turn an inert and indifferent seller into an enthusiast. The trade intermediary, being a link between the manufacturer and the consumer, is a specific incentive object that performs regulatory functions.

In this case, incentive goals can be different:

Sales promotion tools.

The choice of incentives depends on the goals set.

All funds can be combined into three large groups:

· price incentives (sales at reduced prices, preferential coupons giving the right to a discount);

· offers in kind (bonuses, product samples);

· active offer (customer competitions, games, lotteries).

The goal of any type of activity is the result that should be obtained in the process of this activity. Achieving a goal occurs by solving assigned tasks and performing certain functions.

ensures optimization of social interactions with important segments of society.

Also, the main goals of PR are: positioning the subject of PR, creating and maintaining (reproducing) a clear, favorable and manageable image; improving the image (if necessary, reducing the image); studying the influence of the external environment on the activities of organizations (the subject of PR).

program and evaluation of its effectiveness.

An important function of PR is communication. In the communications system, PR has such functions as: research, planning, organizational and expert.

PR functions can be called:

1) establishing mutual understanding and trust between the enterprise and the public;

2) maintaining the reputation of the enterprise;

3) creating a sense of responsibility and interest in the affairs of the enterprise among employees of the enterprise; expanding the sphere of influence of the enterprise through appropriate propaganda and advertising.

Another important function of PR is consulting.

In its content, PR activities are similar to advertising, but in contrast, public relations are aimed at achieving harmonization through dialogue with the public, and not directly selling a product. The content of PR includes the activities of planning, researching and implementing programs and determining the effectiveness of the impact of programs on the public. A significant place in the content of PR activities is occupied by consulting services on issues of policy, activity and communications.

Tasks and functions of PR in modern society.

The objectives of PR are to ensure an optimistic attitude for the individual on the part of others, by means of persuasion that are based on knowledge of the characteristics of human perception.

The main tasks of public relations when working with enterprises:

1) creating the image of the enterprise as a single member of society by establishing communications between the enterprise and its social environment;

3) expanding the sphere of influence of the enterprise in society;

4) forming an inner circle of influential and authoritative people;

5) creation of a specific psychological mood in the enterprise itself.

In addition to general tasks, PR faces specific (private) ones. Thus, one of the private tasks is to resolve and prevent crisis situations and achieve harmonious relations within the enterprise; In order to solve this problem it is necessary:

1) anticipating possible crisis situations and collecting the necessary information for a timely exit from them;

2) conducting training events with management;

3) development of a scheme for communicating information;

PR functions:

2) identification of possible directions, patterns and their consequences for a particular enterprise or society as a whole;

3) research of public opinion, attitudes and forecasts from the public to determine the necessary measures to meet expectations, development of recommendations;

4) establishing and maintaining a dialogue based on the reliability of the information used and its completeness;

5) eliminating misunderstandings and avoiding conflicts;

6) promoting the creation of an atmosphere of mutual respect and responsibility to the team or society;

7) bringing to harmony of personal and public interests;

8) participation in increasing the company's profits.

All of the above types of promotion used in marketing communications are also used in the formation of the corporate identity of the enterprise.

Advertising occupies a special place in the marketing of a tourism enterprise. It largely determines our image and lifestyle, and inevitably influences our views, our attitude towards ourselves and the world around us. She shows us ready-made forms of behavior in a given situation. Determines what is good and what is bad. We buy what we are told or “advised.”

Advertising (from the Latin reclamare - “shout”) - information disseminated in any way, in any form and using any means, addressed to an indefinite circle of people and aimed at attracting attention to the object of advertising, creating or maintaining interest in it and promoting it market.

The task of advertising is to motivate representatives of the target audience to action (choosing a product or service, making a purchase, etc., as well as forming conclusions about the object of advertising planned by the advertiser).

Attracting customers - informing them about new products, services, places of sale. Typically, an advertising message lists the competitive advantages of the advertised company, the advantages that its customers can purchase.

Increasing sales - it is understood that advertising, as a marketing tool, helps increase sales. However, in order for the client to make a choice in favor of the advertised store (company, bank, service, etc.), one advertising message, as a rule, is not enough. When a client comes or calls the advertised company, it is important for him not only what the advertisement promised him, but also whether these promises are true. How the client will be greeted, what product he will see on the shelves, at what price he will be able to purchase it - these and other factors also affect the growth or decline of sales. Advertising only guides and makes you remember.

Sales regulation - if you forget about this function of advertising, you can easily earn a negative image. You should always remember that the quantity of goods must meet the expectations from the advertising campaign (yours and the client’s). If the autumn clothing collection (for example) is sold out, take the advertisement off the air and stop publishing it in the media.

Depending on the purpose, the following types of advertising are distinguished:

Informative - used to inform consumers about the appearance of new goods, services, and ideas on the market. The pursued goal is to bring the product to the market and search for potential consumers.

Persuasive - the formation of selective demand. It is used when, in a competitive environment, a product is offered that has some advantages over other products.

Comparative - the main characteristics of the advertised product are compared with similar characteristics of competing products.

· Mass media;

communication marketing corporate identity tourist

2. Basic concepts of corporate identity formation

2. 1 History of the corporate identity

Elements of corporate identity have been used in the practice of market economics since ancient times.

The history of the corporate identity goes back to the 11th century during the era of chivalry. At this time, the concept of a coat of arms appeared. It was the knightly coats of arms, their colors and mottos that became the predecessors of the corporate identity.

In medieval Europe, a coat of arms was a distinctive sign of its owner and reflected information about him. No expense was spared in creating the coats of arms, using the services of the best artists. Time passed, and the role of the coat of arms in the society of that time increased. It was used to judge the nobility and status of the owner. Besides, it was no longer possible to choose him just like that. They were created taking into account the numerous merits of the owners, which kings and rich lords bestowed on their subjects, and were passed on to them through generations.

The history of the emergence of corporate identity is inextricably linked with the development of trade. The main element of a corporate identity can be called a corporate, or trademark, sign. The prototype of trademarks was the stamps that were attached to the product. Subsequently, they began to be made on metal plates. They were also used as seals. This tradition did not bypass Russia, where in 1774 a decree prescribed the branding of Russian goods in order to distinguish them from foreign ones.

In the Middle Ages, guild corporate trademarks appeared. As production centralized and the geography of markets expanded, the importance of trademarks and other corporate distinctive signs constantly grew.

In the mid-19th century, in the USA and Western Europe, the prerequisites for the emergence of national trademarks arose, which were designed to distinguish a large manufacturer in a competitive trading environment.

Large manufacturers, who had accumulated significant capital by that time, were no longer satisfied with the complete control over sales by intermediaries. In conditions of growing competition and the formation of a unified information space, product manufacturers could directly identify potential buyers as the target audience of their commercial communications. At the same time, the primary task of a large commodity producer has become self-identification, distinguishing itself from the general mass of direct competitors.

services, creating a corporate identity was simply necessary.

It is believed that the pioneer of the corporate style was the German Peter Behrens at the beginning of the 20th century, who created a certain artistic image for his company, where he worked as artistic director.

This is how a new direction in design emerged, associated with the development of the corporate identity of various companies, which has reached the highest level in our time.

The ideology of marketing communications comes down to the formation of a brand image. Corporate identity is a formal expression of this ideology. Enterprises actively demonstrate and emphasize their individuality.

The brand image is being replaced by the concept of image. The corporate philosophy is placed at the forefront of communication strategies. Corporate identity takes its rightful place as an essential tool.

After realizing the insufficiency of formal elements, branding technologies began to develop, combining marketing and management tools. Elements and tools of corporate identity are involved in the formation of brands. Without the use of corporate identity elements, not a single brand can be formed, however, not every trademark becomes a brand as a result of marketing activities. To do this, you need to understand the concept of corporate identity.

2. 2 The concept of corporate identity

This is not surprising, because the main role of business branding turned out to be approximately the same as the role of the personal mark of the artisan.

In fact, a corporate identity is a dish, the components of which are made by the enterprise itself “to taste.” The “complete set” of a corporate style directly depends on the field of activity, advertising activity, goals of the enterprise, consumer loyalty to the product/service and other factors. However, all these elements lose any meaning and become useless if they are not all subordinated to one ideological component, do not pursue one goal, and do not work to create one image.

corporate identity, it is mandatory to indicate two keywords in the brief: “expensive” and “respectable”. In this case, the field of activity of the enterprise does not matter. Sometimes a company that sells products for children sees its corporate identity as strict and sophisticated. Obviously, this understanding of corporate identity is dictated by many articles and books that say in black and white: “You must come across as professional, as a company you can work with and trust.” In fact, the corporate identity of an enterprise should emphasize its character and focus on its field of activity. Bright colors and kind images are much better suited for a children's supermarket than strictness and pretentiousness, because we imagine the world of toys exactly like that - kind, clean, bright, carefree.

Thus, we can say that corporate identity is a basic element of positioning your company. By presenting your style, you tell the client information about yourself. You help him think about you, one way or another. That you are rich. That you are a leader. And that by collaborating with you, he will receive the maximum benefit.

And most importantly: corporate identity is communication with the consumer.

Along with the above-mentioned functions of corporate identity, it is worth mentioning its ability to help your target audience stand out your advertising message from the general advertising noise, which is becoming more and more intense every day. As you know, consumers generally treat advertising either negatively or indifferently. All advertising textbooks repeat the same commandment: “You must attract the consumer’s attention from the first seconds of contact.”

The corporate style has another important feature - it is able to create an image of the enterprise that is as close as possible to the consumer. This allows an enterprise to sell its product/service even before purchasing this product. As you know, a person most quickly remembers objects that best correspond to his ideas and best meet the person’s requirements for the object. If the image of your company, created with the help of a corporate identity, is close to the consumer, the level of his loyalty to your company will grow with each new contact even before the purchase of the product/service. And the loyalty of the target audience, in turn, leads, at a minimum, to consolidation, and at a maximum to an increase in the level of sales of the enterprise.

whatever you like: solid, sporty, rich, extreme, creative. But when creating a corporate identity, never forget about the ideology of the enterprise.

The concept of “corporate style” was introduced by advertising theorists. Abroad, such synonyms are used as “corporate identification system”, “design coordination”, “designing the external appearance of an enterprise”.

1) Increasing corporate spirit, unity of employees and creating a sense of belonging to a common cause, fosters corporate patriotism;

2) Positive impact on the aesthetic level, appearance of goods and premises of the enterprise;

3) Helping the consumer navigate the flow of advertising information, quickly and accurately find the right company;

4) Indicates to the consumer that the enterprise takes responsibility for the goods produced;

5) Indicates to society the stability and long-term performance of the enterprise;

If we summarize all the advantages that a corporate style provides, then we can call it one of the main means of creating a favorable image of an enterprise, a brand image.

It is likely that an enterprise that has just started its activities will not be able to cover the entirety of such a phenomenon as corporate identity. On the other hand, by starting to operate in the market without certain attributes, it will miss the necessary time, postponing “until later” the formation of the consumer’s image of the enterprise. Moreover, a certain “advertising basis” accumulated by the enterprise will be lost, since a completely different enterprise with different attributes of corporate style will appear on the market.

2. 3 Basic elements of corporate identity

The main elements of corporate identity are:

Trademark;

Branded font inscription (logo);

Brand block;

Corporate slogan (slogan);

Corporate color(s);

Corporate font set;

Other proprietary constants.

A trademark (other names used: service mark, trademark, brand name, English trade mark) is the central element of corporate identity. A trademark (TM) is a figurative, verbal, three-dimensional, sound designation or combination thereof registered in the established manner, which is used by the owner of the trademark to identify his goods. The owner's exclusive right to use a trademark is ensured by legal protection from the state.

letters Four out of five trademarks are registered in the form of a logo.

A brand block is a traditional, frequently used combination of several elements of a corporate identity. Most often this is a figurative technical specification (trade emblem) and a logo. Thus, the brand block of one of the tourist enterprises is stylized to resemble the seal that is usually placed when obtaining a visa or crossing the border. Anyone who has ever held a foreign passport in their hands immediately associates it with adventures and new impressions.

The company block may also contain the full official name of the enterprise, its postal and bank details (for example, on company letterhead). Sometimes the block includes a corporate slogan.

A corporate slogan (slogan) is an original motto constantly used by an enterprise. Some slogans are registered as trademarks.

The slogan should organically fit into the corporate style of its owner and contribute to the formation of its image;

The slogan must necessarily take into account the characteristics of the target audience, the client market of the company, and be understandable and close to this audience;

The slogan should have an intense emotional connotation;

The slogan should exclude double interpretation;

The slogan must correspond to the lifestyle and value system that developed at the time of its use.

allowing for a strong emotional impact.

A brand color may have legal protection if there is an appropriate trademark registration for that color. However, it is necessary to take into account that if a trademark is in color, then only in this color it will be protected. When registering a trademark in black and white, it is protected when reproduced in any color.

A corporate set of fonts can emphasize various features of a brand’s image and contribute to the formation of a corporate style. A font can be perceived as “masculine” or “feminine,” “light” or “heavy,” “elegant” or “rough,” etc.

A corporate character (corporate hero) is a character or image assigned to an enterprise that personifies the spirit and direction of its activities. A corporate character (corporate hero) is an optional element of corporate identity, but capable of solving a number of important tasks: giving the desired perception of the brand, setting and building associations, distinguishing itself from competitors, becoming the main element of promotions and advertising campaigns, increasing its brightness and memorability.

A constant communicator, unlike a branded character, is a real person. This is a specific person who is chosen by the enterprise as an intermediary in its communication with the addressee. More common definitions of this concept are “the face of the company”, “brand image”, “icon of the company”. Sometimes an enterprise uses the external attractiveness of an intermediary. However, attractive appearance is not the only criterion. In some cases, an enterprise communicator may be attracted by a person’s professional qualities and competence. Then his features are projected onto the image of the owner of the corporate identity.

Other proprietary constants. Some elements of a company’s activities, including in the field of communications, are characterized by constancy, obligatory and long-term use and play such an important role in shaping the image of the enterprise that they can be classified as elements of corporate identity:

Corporate design features;

Original pictograms are abstract graphic symbols (for example, indicating the location of services in the office of a tourist enterprise);

Certain in-house standards. For example, for catering establishments in tourism - this is the quality of service, the cleanliness of the rooms, the impeccable politeness of the staff, etc.;

Publication format. All printed products can be distributed in a specific, original format, which contributes to better recognition of information and advertising materials.

Carriers of corporate identity.

The main carriers of the corporate identity of a tourism enterprise can be:

Propaganda means (propaganda prospectus, decoration of press conference rooms, pennants, etc.);

Exhibition stand;

Documents and identification (passes, business cards, employee IDs, stand badges, invitation cards, etc.).

As already noted, the central element of the corporate identity of a tourism enterprise is the trademark. Its widespread use is explained by the fact that the full name of the enterprise, often long or similar to the names of other enterprises, is not very convenient for memorization and operational use in practice. It is much easier to remember the symbol of an enterprise in the form of some easily pronounced word or expressive graphic symbol. Recognized by customers and having established its high reputation in public opinion, a trademark in itself serves as excellent advertising for the company to which it belongs.

In foreign, and recently in domestic practice, along with the term “trademark”, concepts such as “brand” and “trade mark” are used. It should be noted that these categories are closely interrelated, but not interchangeable.

A brand is a system that links together a product with its characteristics, a brand, its image in the minds of consumers, as well as the concept of the manufacturer (seller) in relation to its product, brand and consumers. In accordance with this, such a direction as branding is dynamically developing in marketing - the process of integrated management of a brand, product and enterprise with the aim of creating long-term positive relationships with consumers.

A trademark is a name, term, title, word, expression, sign, symbol, design solution or a combination thereof to designate the goods and services of a particular enterprise, distinguishing them from competitors.

A trademark is an officially registered one or more elements of a trademark. Therefore, trademarks belong to the so-called objects of intellectual property and are protected by patent laws of all countries of the world. We will not dwell on the peculiarities of patent legislation in different countries. Let us only note that the CIS states have adopted relevant laws that are based on its general principles, the main of which is the exclusive right of the owner of a trademark to use it, as well as the right to prohibit the use of a registered trademark by others.

The image of a trademark, its priority and the owner’s exclusive right to use it are certified by a certificate and protected by the state. Trademark registration is generally valid for ten years from the date of filing the application. To extend the period, a repeated application is submitted. If someone, for advertising or other purposes, uses someone else’s trademark for which a certificate has been issued, then the following sanctions are applied to the violator of the law:

Publication (at the expense of the violator) of a court decision to restore the reputation of the owner of the mark;

Destruction of illegal markings, etc.

Trademarks are distinguished by their number and diversity.

The following types are distinguished:

o verbal, which can be registered both in standard writing and in original graphic design (logo);

o figurative, which is an original drawing, the emblem of the company;

o volumetric (in three-dimensional dimensions);

o combined, which is a combination of the above types.

The most widely used are verbal and figurative trademarks, as well as their combinations. The most common are verbal ones, which account for up to 80% of all trademarks in the world. This is explained, first of all, by their high advertising suitability. However, pictorial signs are easier to perceive and quickly recognized.

It should be taken into account that designations that are contrary in their content to public interests, principles of humanity and morality cannot be registered as a trademark. Designations that are false or capable of misleading the consumer are also not registered.

Registration of trademarks consisting only

from the notation:

Having no signs of difference from previously registered ones;

Representing state emblems, flags, emblems; official names of states, abbreviated or full names of international intergovernmental organizations; official control, warranty and problem marks, seals; awards and other differences;

Those that have come into general use as a designation for goods of a certain type;

Indicating the type, quality, properties, purpose, value of goods, as well as the place and time of their production and sale.

Such designations may be included as unprotected elements in a trademark if the consent of the relevant competent authority or their owner is given.

With trademarks previously registered or applied for registration in the name of another person in relation to similar goods;

Brand names (or parts thereof) owned by other persons who received the right to these names before the receipt of an application for a trademark in relation to similar goods;

Appellations of origin of goods protected by the state, except for cases when they are included as an unprotected element in a trademark registered in the name of a person who has the right to use such a name.

Names of works of science, literature and art known in the country, or quotes from a work of art, or fragments thereof, without the consent of the copyright holder and the relevant competent authority;

Surnames, first names, pseudonyms and derivatives from them, portraits and facsimiles of famous persons without the consent of such persons, their heirs or the relevant competent authority.

The role and significance of a trademark in the formation and maintenance of the corporate identity of a tourism enterprise is determined by its functions: quality assurance, individualization, advertising, security. Their implementation in aggregate, as well as each individually, increases the competitiveness of products and facilitates their positioning in the market.

The trademark symbolizes the stability of the characteristics and properties of the tourism product and the level of customer service. This is where the so-called quality assurance function manifests itself. As soon as the connection between the trademark and the quality of services is broken, the mark turns into a means of repelling consumers from the tourism products offered by the enterprise. Moreover, such an effect of a trademark can manifest itself even when the quality has already been restored. It is much more difficult to gain the good reputation of a sign than to lose it. That is why the owner of the trademark must constantly take care of maintaining consistently high quality characteristics of the services offered to the market.

Simplicity, i.e. a minimum number of lines, the absence of small, poorly distinguishable details and anything that interferes with quick and accurate memorization;

Individuality, which should ensure the distinction and recognition of the trademark;

Attractiveness, or the absence of negative emotions caused by the trademark.

The advertising function of a trademark is intended to play a significant role. To do this, the trademark itself must become an object of advertising, i.e., be used in all its visual manifestations: on signs, in gas-light advertising, souvenirs, printed publications, design of exhibition and office premises, etc. The security function of a trademark is determined by that it is registered, legally protected and has the property of exclusive ownership of the owner.

It is advisable to involve highly qualified specialists in the development of trademarks.

font, original (say, handwritten) style, etc.

Once you have adopted some method of highlighting, you should adhere to it constantly and strictly, and demand such highlighting from journalists and publishers, advertising and other texts.

The first use of a trademark in any text (announcement, article, press release, etc.) must be provided with a note. For example, “Travel” or TRAVEL are registered trademarks of a tourism enterprise (conditional example). It is clear that for this the trademark must be registered, and this circumstance cannot be neglected.

If a trademark is registered in several styles (for example, stylized and regular), then it is preferable to apply the stylized designation directly in advertising as it is more noticeable, imaginative and memorable. It is necessary to monitor the accuracy of the outline of the sign, since the human eye notices even the smallest deviations from the usual standard.

The trademark is not inclined. Declension provokes one to approach a trademark not as an individual, exclusive designation, but as a generic name.

You should not (even with the best intentions) use a trademark in advertising in such a way that it means anything other than what it directly means.

Legal protection of trademarks in Russia.

By defining the role and place of a particular manufacturer in the market, guaranteeing the quality of products, a trademark acquires great economic value, turning into a means that can not only inform the widest circles of consumers, but also develops automaticity in them in purchasing goods from a certain manufacturer.

The appearance of trademarks indicating the manufacturer of goods is mainly associated with the period of formation of commodity-money relations, when artisans and craftsmen began to put distinctive signs (stamps) on their products - weapons, kitchen utensils.

legal methods of protection were required. In Russia, a law of 1830 containing rules and methods for branding goods established criminal liability for violation of trademark rights, including counterfeiting of goods or brands.

Since the end of the 19th century. a number of international agreements in the field of industrial property protection were signed - the Paris Convention of 1883, the Madrid Agreement on the International Registration of Trademarks of 1891, etc.

Currently in Russia, relations arising in connection with the creation, registration, legal protection and use of trademarks are regulated by a number of legislative acts: the Civil Code of the Russian Federation, the Law of the Russian Federation "On Trademarks, Service Marks and Appellations of Origin of Goods", the Law " On Copyright and Related Rights", the Law "On Competition and Restriction of Monopolistic Activities", the Law "On the Protection of Consumer Rights", the Criminal Code of the Russian Federation, international agreements and conventions to which Russia is a party, as well as a number of by-laws.

The owner of a trademark has the right to affix a warning mark next to the trademark indicating that the designation used is a trademark registered in the Russian Federation.

Warning marking is a special designation indicating that the trademark is protected, and therefore, this guarantees the buyer the purchase of goods from exactly the manufacturer he is counting on.

Regulations regarding warning labels and their form are contained in the laws of countries such as the USA and Japan. Japanese law, in particular, recommends that in order to attract attention to the mark and warn potential violators, the mark should be accompanied by a marking in the form of the Latin letter R or R in a circle or the verbal designation “trademark” or “registered mark”.

It should be borne in mind that “illegal use of warning markings in relation to an unregistered trademark” entails criminal liability in accordance with Art. 180 of the Criminal Code of the Russian Federation.

As a result, it should be noted once again that any enterprise that does not have a high-quality corporate identity is doomed to failure.

For the development, formation and constant production of certain carriers of corporate identity, it is advisable to use the services of an advertising agency. By choosing one of them in advance and agreeing on long-term cooperation, the tourist enterprise will be freed from many worries and will ensure a certain unity in the execution of all elements and carriers of the corporate identity.

3. Development of corporate identity

3. 1 Development of a corporate identity using the example of a tourism enterprise

"Holiday without borders"

To competently develop a corporate identity, the resources that a design studio has are not enough. The corporate identity of an enterprise, the development of which does not involve marketing and branding specialists, may turn out to be ineffective.

Based on the analysis of the use of corporate identity in tourism industry enterprises, an individual corporate identity for the created tourism enterprise should be considered.

Domestic tourism:

Year-round sanatoriums, boarding houses, recreation centers in the Nizhny Novgorod, Kirov, Ivanovo regions;

Sanatoriums, boarding houses, recreation centers on the Black Sea coast of the Caucasus;

Outbound tourism:

Excursion routes to Europe, Scandinavia;

Beach tourism Spain, Egypt, AOE, Türkiye, Bulgaria;

1) Trademark

Initially, there were several options for the name of the enterprise, one of them was “WORLD WITHOUT BORDERS,” but since a tourism enterprise with that name had already been registered, it had to be abandoned so that the enterprise would not cause undeserved positive or negative emotions among potential consumers. As a result, it was decided to transform it into another name “LEISURE WITHOUT BORDERS”. The name reflects the specifics and purpose of the enterprise, and also clearly carries an extensive description of the services of this enterprise. It is easy to remember and easy to pronounce. The name of the enterprise is used as a trademark. The name is registered as a verbal and figurative trademark. The registered trademark complies with the requirements of the Law “On Trademarks, Service Marks and Appellations of Origin of Goods”.

This trademark:

Its content does not contradict the public interests and principles of humanity and morality;

Is not false or likely to mislead the consumer;

Has signs of difference;

Does not represent state emblems, flags, emblems; official names of states, abbreviated or full names of international intergovernmental organizations; official control guarantee and problem stamps, seals; awards;

Not in general use as a designation for goods of a certain type;

Not a generally accepted symbol or term;

Does not indicate the type, qualities, properties, purpose, value of the goods, as well as the place and time of their production and sale;

It is not a name known in the country of a work of science, literature or art or a quotation from a work of art or fragments thereof without the consent of the copyright holder and the relevant competent authority.

The graphic trademark uses the principles of a label.

This is a simple, even primitive in shape sign, which is a simple silhouette of a certain object. In this case, the emphasis is on the letter “O” and the word “LEISURE” with tourism, travel around the globe, which resulted in the sign of the globe, and at the same time the first letter of the created enterprise. On such a silhouette is clearly written the word identifying it, which is also the name.

The logo used a geometric circle figure. It is a symbol of the Sun and Moon, one of the most common symbols. Symbol of infinity, eternity, perfection. It does not carry negative energy, such as a cross or a swastika. Quite common and quickly recognizable (a person, even if he is not interested, subconsciously pays attention) when visually searching for this sign. Font writing with the first letter highlighted in a simple graphic sign (globe) and the combination of all three words in a single complete composition. The result was an easily readable and at the same time individually unique sign.

4) Brand block

The created trademark contains a combination of a logo and a slogan, which is the corporate block of the company. A distinctive feature is the location of the slogan in the upper right corner of the composition, which is special in this trademark and different from the usual location of the slogan.

5) Corporate slogan (slogan)

The slogan is quite well known, but used in a different capacity. The Ministry of Health is an organization that inspires confidence and evokes positive emotions. There is also the name of the enterprise, which is also repetition and memorization, although the full meaning of the slogan is simply a statement of the fact that the Ministry of Health itself recommends vacation, and it is not limited in any way.

The invented slogan contains all the necessary qualities. Originality, there is a new look at long-known statements. Brevity, conciseness, conciseness.

6) Corporate color

During the process of creating the color scheme, several options for the logo design were selected. The psychology of color is an important component factor influencing human psychology. The lightness and transparency of tropical colors encourages the choice of this particular range in the field of tourism and recreation (white, turquoise and purple). The selected colors are not contrasting and bright, but at the same time attract attention with a harmonious combination. Tropical colors carry a reminder of life on exotic islands, fragrant flowers, sun-bleached houses on the ocean, exotic fish and ice-cold drinks. Associated with relaxation, the sea, a sunny summer day. It carries a feeling of calm and nirvana, a feeling of happiness, joy and carefree romance.

Readability is one of the most important qualities of a good font. The logo uses 2 simple fonts, with the word “RELAX” in a highlighted, reliable font, also played with a light, non-threatening turquoise color. And “WITHOUT BORDERS” is written in light italics, which tells the consumer that the variety of products and services is not limited, although in this combination a more affirming color is used - purple. Color affects the viewer with its physical and psycho-subjective qualities. The main purpose of the font is to correctly convey the content, to express oneself purposefully and as tersely as possible. Readability contributes to a psycho-subjective attitude towards the text, readiness to read, predetermining the habits and expectations of the viewer.

7) Constant communicator (face of the company)

8) Corporate character (corporate hero)

The first letter of the name carries the image of a globe, which can be used as a corporate hero.

3. 2 Corporate identity and Brand-book

The development of a high-quality, effective corporate identity for an enterprise is not complete without the service of creating a brand book.

A brand book is a kind of “bible” of a brand, which is a collection of detailed information about the brand, its mission, legend, positioning, requirements for packaging, product labeling and advertising materials.

For a serious business, it is not enough to just develop a corporate identity. The design of a new, high-quality corporate identity requires mandatory detailed instructions for maximum effective use. Corporate identity and logos are elements of the identity (Identity - from the English Identity - identity, individuality) of a company and brands that require strict and careful rules for handling them. Corporate identity, as well as logos that are used illiterately in terms of design rules, composition, etc., are detrimental to business.

style. The brand book also provides reasoned explanations of why and how logos and corporate identity should be used in various graphic communication formats.

It is the brand book that helps to correctly use corporate identity and logos, since, from the point of view of compliance with the image and positioning of the brand, it is extremely important that all communications of the trade mark be made in the same style and express a common idea. Brand book is a tool for marketers, brand managers and other specialists that helps them operate with common elements and properties of a brand, including logos and corporate identity. A brand book can be different in its structure and volume of information depending on the needs of each specific client.

The main task of a brand book is to maintain brand recognition, its distinctive features, visual differentiation from competitors, and protect exclusivity. Thus, the creation of a corporate identity of an organization cannot be considered effective without a high-quality development of a brand book. Brand book is the main, centralizing unit in the manufacturer’s toolkit, systematizing all elements of the brand identity.

Corporate style is a set of techniques (graphic, color, plastic, acoustic, video, etc.) that ensure unity across all company products and events; improve the memorability and perception by customers, partners, and independent observers of not only the company’s products, but also its entire activity; and also allow you to contrast your products and activities with those of competitors.

Corporate identity is a language characteristic of a given enterprise, a kind of identification document of the enterprise, its identification mark, business card. All functions of corporate identity, one way or another, are associated with creating an image of an enterprise, which should be memorable and attractive to the main type of its consumers.

Among the main functions of corporate identity are the functions of trust, identification and advertising effectiveness. Permanent elements of corporate identity save the consumer’s time, simplify the process of making a purchase or consuming services, and evoke positive emotions associated with the name and image of the enterprise. However, if real and artificial images are in conflict, then marketing efforts can do more harm than good.

Developing a brandbook is a labor-intensive process that must be approached individually each time, since there are no two identical enterprises in the world with exactly the same needs.

To competently develop a corporate identity, the resources that a design studio has are not enough; it is also necessary to involve marketing and branding specialists.

Thus, the process of creating a corporate identity for an enterprise begins with the development of an ideology, textual and visual concept of a corporate identity based on marketing analysis.

In conclusion, it must be emphasized once again that corporate identity plays an invaluable role in creating a brand. In turn, a brand with a strong reputation ensures a stable volume of production and income. The sustainable brand is extremely durable, and this property provides huge cost savings over time.

A well-developed corporate identity, a trademark is a strong image and impression of the viewer, a strong impression is long-term visual memory and consumer loyalty, the combination of these components is part of the intangible values ​​of the brand, precisely the part that affects the final value of the brand. That is why the development and further effective, high-quality use of the corporate identity of an enterprise is one of the necessary prerequisites for business success.

Bibliography:

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4. Wipperfurth A. Involvement in the brand: how to make the buyer work for the company. Publishing house house "Peter-Press", 2007

5. Golman I. A., Dobrobabenko N. S. Advertising practice. - Novosibirsk: JV Interbook, 1991.

7. Dobrobabenko N. S. Corporate style: principles of development. - M., 1989.

8. Durovich A.P. Marketing in tourism: textbook. / A. P. Durovich. – 2nd ed., revised. and additional – Mn.: “New Knowledge”, 2001.

9. Yosimshtayler N. S. Brand leadership. New branding concept. Publishing house Grebennikov House, 2003

10. Christopher Lovelock. Marketing of services: personnel, technologies, strategies, 4th ed. M.: Publishing house. Williams House, 2005.

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17. Randall J. Branding: Branding Basics; Brand advertising; Planning and organizing branding: A short course. - M: “Fair-Press/Grand”, 2005.

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22. http://tourlib.net/turros.htm.

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24. http://www.soldis.ru/services/detail/razrabotka-firmennogo-stilya/.

The most important thing when developing a corporate identity is the approach to work, because subsequent development will depend on the foundation laid when forming the company's image.

When starting to create a corporate identity, it is necessary to build on existing proposals in this direction. It is very important not to repeat yourself in this matter, otherwise what is the point in creating your own style?

It is necessary to develop corporate identity elements that have no analogues among competing companies. Only in this case will your company be recognizable and stand out from many others.

There are the main stages in developing a corporate identity:

• 1) Logo development. The first step in creating a corporate identity is developing a logo. Creating a logo is necessary to highlight your product or service from the crowd and thereby attract a larger number of consumers. The logo is a unique image that most accurately reflects the type of activity of the enterprise. The logo may contain the main letters of the company name.
• 2) Color scheme. The selection of corporate colors is carried out during the process of creating a logo, because it is the logo that sets the overall style of the corporate identity and is a color-forming factor. In all further activities of the company or promotion of a particular product, the company must constantly use selected corporate colors, this ensures that the products of a particular company are distinguished from similar products offered by its competitors. The main task of the designer is to choose a color combination that most fully corresponds to the goals and ideology of the company.
• 3) Corporate font. A specific font can be selected for the design of printed materials. A corporate font, along with a logo and corporate colors, is an element of the corporate identity of an organization.
• 4) Brand block. The brand block may include: trademark, company name, postal and bank details, list of goods and services, advertising symbol of the company, slogan. A company can use a brand block in many cases, from the design of letterheads and envelopes to the design of product packaging.
• 5) Slogan - a short phrase, the motto of a company or product. This is a verbal advertising symbol of the company.
• 6) Development of other components of the corporate identity. This stage includes the ability to create layouts of letterheads, seals, stamps, create business cards and company envelopes.
• 7) The final stage of developing a brand’s corporate identity is providing the customer with a draft version.

Image is the final product of the activity of a travel enterprise.1 Durovich A.P. Advertising in tourism Uch. manual - Mn., 2001; - With. 13

• 2 Durovich A.P. Marketing in entrepreneurial activity - Mn., 1997, - p. 12 The “visible” part of the image includes:
• 1) Corporate identity.
• 2) Office decoration.
• 3) Organization of reception of visitors.

Form style

The corporate identity of a tourism enterprise is a new direction in marketing communications.

Sometimes the term “branding” is used to denote this concept (from the English Brand - brand).

Corporate style is a set of color, graphic, verbal, typographic, design permanent elements (constants) that ensure the visual and semantic unity of goods (services), all information emanating from the company, its internal and external design.

Abroad, such synonyms of corporate identity are used as “corporate identification system”, “design coordination”, “designing the external appearance of an enterprise”.

The main goals of creating a corporate identity are:

• - identification of the company’s products among themselves and an indication of their connection with the company;
• - distinguishing the company's products from the total mass of similar products of competitors.

With a consistently high level of marketing mix elements, a corporate identity brings a number of advantages to its owner:

• - helps the consumer navigate the flow of information, quickly and accurately find a product from a company that has already won his preference;
• - allows the company to introduce new products to the market at lower costs;
• - increases the effectiveness of advertising;
• - reduces the costs of creating communications, both due to increased advertising efficiency and due to the versatility of its components;

ensures the achievement of the necessary unity of all advertising and other means of marketing communications of the company (for example, propaganda, holding press conferences, releasing prestigious projects, etc.);

promotes corporate spirit, unites employees, and develops a sense of involvement in a common cause;

has a positive effect on the aesthetic level and visual environment of the company.

The concept of corporate identity can be interpreted in a narrow and broad sense. Corporate style in the narrow sense means the totality of a trademark (and its inherent colors), color and graphic design of business papers. Most companies limit themselves to this concept. Corporate identity in a broad sense involves the use of uniform design principles, color combinations and images for all forms of advertising (print, radio, television), business papers, technical and other types of documentation, office, and sometimes employee clothing.

The main elements of corporate identity are:

• - trademark;
• - branded font inscription (logo);
• - brand block;
• - corporate slogan (slogan);
• - corporate color(s);
• - branded set of fonts;
• - other proprietary constants.
• 1) A trademark (other names used are service mark, trademark, brand name, trade mark) is the central element of corporate identity. A trademark is a figurative, verbal, three-dimensional, sound designation or combination thereof registered in the established manner, which is used by the owner of the mark to identify his goods. The owner's exclusive right to use a trademark is ensured by legal protection from the state.
• 2) Corporate font inscription (logo) - the original style or abbreviated name of a company, group, products of a given company, or one specific product. Typically, a logo consists of 4-7 letters. Approximately four out of five trademarks are registered in the form of a logo.
• 3) The corporate block is a traditional, widely used combination of several elements of corporate identity, most often a figurative trademark (trademark) and a logo.

The company block may also contain the full official name of the company, its postal and bank details (for example, on company letterhead). Sometimes includes a corporate slogan.

• 4) The corporate slogan (slogan) is a constantly used corporate original motto. Some slogans are registered as trademarks.
• 5) Corporate color (colors) is also an important element of corporate identity, one of the components of the overall picture of the company’s image. Color makes corporate identity elements more attractive, better memorable, and allows for a strong emotional impact. A brand color can receive legal protection through appropriate trademark registration.
• 6) A corporate set of fonts emphasizes the features of the brand’s image and contributes to the formation of a corporate style. A font can be perceived as “masculine” or “feminine,” “light” or “heavy,” “elegant” or “rough,” “robust,” “businesslike,” etc. The task of corporate identity developers is to find “their” font that would fit into the image of the brand. There are many types of fonts, which are conventionally divided into groups: Latin, serrated, italic, etc. Font groups, in turn, include a large number of typefaces that differ in style, width, weight, etc. Jay R. Low-cost marketing - St. Petersburg, 2003; - p.72

Some elements of the company's activities can be attributed to elements of its corporate identity:

• - various company logos that have not received legal protection for any reason and are not trademarks;
• - signature design features;
• - original signatures and pictograms - abstract graphic symbols;
• - certain internal company standards.

The main carriers of the corporate identity of a tourism enterprise can be:

Elements of office work (letterheads, envelopes, folders, notebooks, desk diaries, blocks of paper for notes, etc.);

propaganda means (propaganda prospectus, decoration of press conference rooms, pennants, etc.);

exhibition stands;

documents and identification (passes, business cards, employee IDs, stand badges, invitation cards, etc.).

Stages of corporate identity formation.

• 1) Creation of a certain image.
• 2) Development of its new components.
• 3) Production of corporate identity media.

The role of the travel agency name

The positive image of any company, including tourism, begins with the name. It is of great importance as part of representation. The name of the company is the business card of the travel company.

This is especially important for travel agencies, because... When purchasing a tourist product (tour package), travel services, an important role is played by the tourist’s attitude towards the company, which is closely related to the identification and guaranteed trust of clients. The role of the company name increases as the market develops. A well-established name is an object of purchase and sale on the tourism market. This product is in demand and is covered by a franchise agreement.

Principles when choosing a company name.. Tourism management. Tourism as a type of activity. Textbook ed. V.A. Kvartalny - M, 2002; - With. 146

1) Constancy of the name.

One gets used to the name, it is firmly retained in memory. When choosing a name, you need to think about its permanence.

2) Association with manufactured products.

A well-chosen name contributes to the creation of an original and beautiful logo of the organization, trademark, etc. However, when choosing a name, the boundaries of the company’s activities are outlined rather conventionally.

3) Brevity, euphony, aesthetics.

The name must be such that by replacing, adding or removing letters it cannot be transformed into a dissonant name. Names consisting of one or two words that reflect the type of activity of the enterprise are best perceived.

4) Uniqueness of the name.

If an unfavorable impression arises about one of the companies with the same name, this impression can be transferred to another of the same name.

That is why registered brands and names are protected by law.

5) Acceptability of the name for foreigners.

You can also use foreign words, but the approach to their use should be very balanced. They should be used in names if there is no equivalent in Russian. Most often, foreign words are found in the names of joint ventures.

If an enterprise entering the international market bears a Russian name, then the following rules must be observed:

Possibility of writing the name in Latin letters;

The name should not resemble obscene, abusive, discordant words when translated into another language.

A good brand name speaks about the merits of the product (service), its qualities; it is easy to write down and remember; it has no double meaning; can be used for all assortment products; May be

legally protected from use by other companies; has a positive or at least neutral meaning in other countries or in an international language.

Trademark.

The trademark is the central element of the corporate identity.

The central element of the corporate identity of a tourism enterprise is the trademark. Its wide distribution is explained by the fact that the full name of the company, often long or similar to the names of other enterprises, is not very convenient for memorization and operational use in practice. Recognized by clients and having established its high reputation in public opinion, a trademark in itself serves as a reliable guarantor and excellent advertising for the company to which it belongs.

Trademarks are so-called intellectual property and are protected by patent laws around the world.

The right to a trademark is protected by the state and is certified by a certificate that confirms the priority of the trademark, the exclusive right of the owner to it and contains its image. Trademark registration is valid for ten years from the date of filing the application. To extend the period, a repeated application is submitted.

Legislation has introduced the exclusive right to use a trademark by the owner, who can prohibit its use by other persons. The violator of the law is brought to justice by applying certain sanctions to him:

compensation for damage in full (possible in the amount of profit received by the offender or the lost opportunity of the owner);

publication of a court decision at the expense of the violator to restore the reputation of the owner of the mark;

destruction of illegal markings, etc.

The following types of trademarks are distinguished:

Verbal, which can be registered both in standard writing and in original graphic design (logo);

Fine, which is an original drawing, the emblem of the company;

Volumetric (made in three dimensions);

Combined, which is a combination of the above types.

The most widely used are verbal and figurative trademarks, as well as their combinations. The former account for up to 80% of all trademarks in the world, which is explained, first of all, by their high advertising suitability. At the same time, figurative signs are easier to perceive and easily recognizable.

Designations that are contrary in their content to public interests, principles of humanity and morality cannot be registered as a trademark. Durovich A.P. Advertising in tourism. Uch. manual - Mn., 2001; - With. 144 Designations that are false or capable of misleading the consumer are also not registered.

Registration of trademarks consisting only of the following symbols is not permitted:

having no signs of difference;

representing state emblems, flags, emblems; official names of states; abbreviated or full names of international intergovernmental organizations; official control, warranty and problem marks, seals; awards and other distinctions;

which have come into general use as a designation for goods of a certain type;

which are generally accepted symbols and terms;

indicating the type, quality, properties, purpose, value of goods, as well as the place and time of their production and sale.

Designations that are identical or similar to the point of confusion cannot be registered as trademarks:

with trademarks previously registered or applied for registration in the name of another person in relation to similar goods;

with brand names (or part thereof) owned by other persons who received the right to them before the receipt of an application for a trademark in relation to similar goods;

Designations that reproduce:

• - industrial designs, the rights to which belong to other persons in the country;
• - names of works of science, literature and art known in the country or quotes from works of art or fragments thereof without the consent of the copyright holder and the relevant competent authority;

surnames, first names, pseudonyms and derivatives from them, portraits and facsimiles of famous persons without the consent of the latter, their heirs and the relevant competent authority.

The issuance of a certificate for a trademark is carried out by the Patent Office on the basis of registration of the trademark in the register within a month after receiving a document confirming payment of the established fee.

Rights to a trademark can be assigned by the owner under an agreement

to a legal entity or citizen in relation to all or part of the goods (services) for which it is registered.

The right to use a trademark may be granted by the owner (licensor) to another person (licensee) under a license agreement, which must include a condition that the quality of the licensee’s goods will not be lower than the quality of the licensor’s goods and that the latter will exercise control over the implementation this condition.

The role and significance of a trademark in the formation and maintenance of the corporate identity of a tourism enterprise is determined by its functions. Their implementation in aggregate, as well as each separately, increases competitiveness and facilitates the positioning of products on the market. According to the Max Planck International Legal Research Institute, 60% of buyers associate trademarks with high quality goods, 30% with high quality goods and the company's reputation, and 10% do not pay attention to the trademark at all.

The trademark symbolizes the stability of the characteristics and properties of the tourism product and the level of customer service. This is where the so-called quality assurance function manifests itself. As soon as the connection between the trademark and the quality of services is broken, the sign turns into a means of repelling consumers from the tourism products offered by the company. This can occur even when quality has already been restored. It is much more difficult to gain good fame than to lose it. That is why the owner of the trademark must constantly take care of maintaining the high quality characteristics of the services offered to the market.

The individualizing function of a trademark is to highlight (identify) a tourism product and a company in the market. To achieve this, the trademark must meet the following requirements:

simplicity, i.e. a minimum number of lines, the absence of small, poorly distinguishable details and anything that interferes with quick and accurate memorization;

individuality that ensures the distinctiveness and recognition of the trademark.

attractiveness, or the absence of negative emotions.

The advertising function plays an important role. For these purposes, the trademark must become the object of advertising, i.e. used in all its visual manifestations: on signs, souvenirs, in gas-light advertising, printed publications, design of exhibition and office premises, etc.

The protective function is determined by the fact that a trademark is registered, legally protected and has the property of exclusive ownership of the owner.

• 1) The trademark should always be highlighted. It must be written either in quotation marks, or in capital letters (for example, “Travel” or TRAVEL), or in italics or bold, using the original (say, handwritten) style, etc.
• 2) Once accepted, the method of highlighting should be adhered to constantly and strictly, requiring this from journalists and publishers of advertising and other texts.
• 3) The first use of a trademark in any text (announcement, article, press release, etc.) must be provided with a note.
• 4) If a trademark is registered in several styles (for example, stylized and regular), then it is preferable to put a stylized designation directly in advertising as it is more noticeable, imaginative and memorable. It is necessary to monitor the accuracy of the outline of the sign, since the human eye notices even the smallest deviations from the usual standard.
• 5) The trademark is not inclined. Declension provokes an approach to a trademark not as an individual, exclusive designation, but as a generic name.
• 6) You should not (even with the best intentions) use a trademark in advertising in such a way that it means anything other than its direct purpose.

Corporate identity of a tourism enterprise

Introduction

Conclusion

Bibliography

Introduction

The state of development of the tourism industry in Russia is currently only at the initial stage. Compared to other countries, the activity of Russian citizens remains at a low level due to low solvency. Tourist organizations operate in conditions of fierce competition for clients. The intensification of competition between organizations leads to the fact that every Russian tourism company faces the problem of finding its own market research positions, creating and promoting an attractive product, selecting qualified personnel, and attracting potential clients.

High-quality service can only be offered to their clients by those companies that purposefully form an image in the minds of the audience, highlighting certain value characteristics and designed to have a psychological impact on consumers for advertising purposes. A positive image of a tourism company is created by the main activities of the enterprise and advertising and information work. Only a positive image increases the competitiveness of a company, attracts consumers and partners, and accelerates sales.

The image of a travel company must comply with a number of principles:

· unchanged name;

· association with manufactured products;

· brevity,

· euphony, aesthetics; uniqueness of the name;

· acceptability of the name for foreigners.

An important factor in advertising is the corporate identity of the organization. Corporate style is a set of color, graphic, verbal, typographic design permanent elements that ensure the visual and semantic unity of goods (services), all information emanating from the company, its internal and external design, allows the consumer to quickly and accurately find the company’s product, allows the company to bring your new products to market at a lower cost, and which increases the effectiveness of advertising.

Corporate identity is perhaps one of the main advertising and marketing tools of any modern company.

Development of a corporate style implies a set and combination of elements (certain graphic objects and font solutions) that ensure the unity of appearance of all objects related to the company (products, packaging of goods, premises, equipment, documentation, advertising, clothing, etc.) . The corporate identity itself is one of the main advertising and marketing tools of any modern company.

The corporate style should contribute to the formation of a favorable image of the company, is designed to enhance the effectiveness of its advertising contacts with consumers, contribute to the growth of the company’s reputation and fame in the market, and inspire the trust of partners.

The role and importance of corporate identity for a tourism company

Serious businessmen in large cities have long understood the need to create a positive image. Some create public relations within the organization - departments that are specifically engaged in creating and maintaining a positive image of the company. Others, those who cannot afford to have their own public relations specialist on staff, turn to special agencies for help.

The image of a travel company is a holistic picture of what the company presents to the client.

In order to understand what image is and how it affects the work of a travel company, it is necessary to define the service provided to clients. The concept of “service”, since service translated from English includes definitions such as “service, service, maintenance, maintenance, operation, etc.”, the meaning of which may be different. Therefore, in the definition of the concept of “service” in the domestic literature, various interpretations are allowed, consisting in the fact that the concept of “service” is translated both as types of activity, and as a result of activity, and as the activity itself, i.e. provision of service, maintenance.

F. Kotler gives the following definition of the concept “service”: “A service is any activity that one party can offer to another; an intangible action that does not result in ownership of anything. Its provision may be associated with a material product.” As will be shown below, in our opinion, it should be translated here as “Service - any activity...”, that is, the definition of the concept of “service” should be given, and not the concept of “service”.

“Services, unlike goods, are intangible. Services (should be translated as “service.” - V.P.) are produced by people, and goods by machines.”

Four specific characteristics of services, which, according to modern marketing specialists, distinguish them from goods: intangibility, inseparability, instability of quality, non-storability, were reflected in A. Smith and K. Marx as characteristics of the essence, properties of a product. Today, some experts view and explain these characteristics in a distorted way, since the very interpretation of the concept of “service” is distorted. For example, they believe that “any service is a process, while any physical product is not.” In this statement, the concepts of “service” and “service” were substituted. It is as a result of service as an interaction that they receive a fundamental benefit, benefit, benefit, which can be expressed, according to K. Marx’s definition, by one concept that generalizes them: “service”. Essentially, any product is a packaged service to solve some problem. A similar judgment about the relationship between the concepts of “product” and “service” is made by F. Kotler, emphasizing that a service is a benefit. Its production may or may not be associated with product 1 in its material form. When renting a hotel room, we purchase services 1 in the form of a “package” - a hotel room.

Often in the literature they talk about tourism services, and even define international tourism as a combination of exports and imports of tourism services. A logical question arises: is tourism (tourism products) a service or a product from the point of view of international law?

In the legal literature it is noted that a service is not a thing, not a material object, but some kind of activity, work, very diverse in nature. It is not easy to give a precise definition of the concept of service. A service is sometimes defined as a type of good for which the moment of production and the moment of consumption coincide in time, or as work done for others, the result of which is not tangible things or goods. Services are sometimes called “invisible trade items”.

If we literally translate the word “image” from English, it literally means “image”. Modern English dictionaries also interpret image as a general impression “published” by a person, organization, product, etc. http://www.effcon.ru/im_res.htm - _edn3#_edn3 It is important to note such a phrase used in English literature as “imagebulding” - in the sense of “creating a reputation,” the “face” of a company. These meanings are more consistent with the understanding of image that has developed in modern science.

External image functions include:

· informing – providing information to the surrounding society, satisfying the natural need of people to have knowledge about the world around them;

· impact - changes in the attitude and behavior of others aimed at the enterprise (increasing the number of consumers and clients, improving interaction with citizens, government and public organizations, etc.);

· coordination – forming a general picture of the surrounding world for the citizens of the country, removing uncertainty leading to mismatch and negative experiences http://www.effcon.ru/im_res.htm - _edn45#_edn45.

In the last decades, a whole direction of marketing communications has emerged - the formation of a corporate identity. Sometimes the term “branding” is used to denote this concept. This is not surprising, because the main role of business branding turned out to be approximately the same as the role of the personal mark of the artisan.

A brand is a trademark with an established image. The technology for creating and implementing a brand is called branding.

Problems and trends in creating a favorable image of tourism companies

To date, there is no clear definition of such a marketing process as branding. This is a borrowed word that essentially means the process of building and developing a brand. We have formulated the following definition, which, from our point of view, most fully describes the essence of branding.

Branding is the creation, development and maintenance of an ongoing voluntary connection with a strategically important group of consumers, through a stable and reliable set of differences that implies consistent high quality and satisfaction.

A brand is a set of impressions that remain with the buyer as a result of using a product. The brand helps:

· identify, i.e. recognize the product when mentioned;

· differentiate from competitors, i.e. distinguish a product from the crowd;

· create an attractive image for consumers that inspires trust;

· focus various emotions associated with the product;

· make a purchase decision and confirm the correctness of the choice, i.e. get satisfaction from the decision made;

· form a group of regular customers who associate their lifestyle with the brand;

The brand is believed to come from the Latin “brend” - brand, brand or from the Scandinavian “brandr” - to burn, burn out.

Very often it is important to modernize an existing brand. Over time, any product becomes obsolete. Therefore, it is necessary not only to introduce “revolutionary new formulas” in a timely manner, but also to modernize the appearance of the product. When a product’s appearance remains unchanged for several years in a row, it has virtually no chance of remaining at the peak of consumer attention. It’s not difficult to tweak the design a little - change the color of the cap, repaint the packaging. By and large, nothing changes, but, again, the updated product attracts the attention of consumers.

A brand must not only satisfy any utilitarian need of a person, it must give him psycho-emotional comfort, joy from the very fact of purchase, the brand must bring not only rational benefits, it simply must be emotionally attractive to the consumer.

By consuming brands, a person consumes not only goods with characteristics that interest him, he buys part of his own lifestyle, the opportunity to demonstrate his personal values, which have a certain significance for him. It is the personal values ​​embedded in the brand that make it close to the consumer, that is, they allow the brand to be “fitted” into one’s own picture of the world.

A brand is not a living being for the consumer; attempts to present a brand as an autonomous person are absurd. No one says that a brand “shares” the consumer’s personal values; a brand is inanimate and cannot share anything with the consumer. But a brand can and should be a carrier of the value that our consumer professes at any point in time. Our system of value orientations is an extremely complex formation; each individual value is a strategic factor that determines any of our actions. A brand cannot contain a value system; it is inanimate, and even consumers themselves understand this. A brand cannot contain several values ​​- it cannot move in several directions, then the consumer simply will not understand the personal benefits of the purchase. A brand must be the bearer of one single value, absolutely clearly understood by the consumer.

The TBG Network was created on the Russian market. Tourist Brands" for vacationers, the idea is to create a reference point - where to look for travel agencies, whose main principle is professionalism, proven over years of impeccable work in the market. The quality of the tourism product is guaranteed, first of all, by the concern of travel agencies about their own image, so for them to be a member of the TBG Network. Travel brands" are a matter of honor.

Work on creating an image is carried out purposefully for each group and through various means. This work is carried out largely by means of marketing communications: public relations, advertising, personal selling, sales promotion.

Many Russian companies reduce the problem of their positive image to the external attributes of conducting operations, to the creation of a corporate identity. This is a simplified, “cosmetic” solution, because they often need to reorganize the entire management system.

Before making adjustments to the image, it is necessary to clearly and clearly imagine the new image that needs to be created.

What is the priority image of a travel company - is it friendly or strict, conservative or fashionable, expensive or cheap? The chosen image must fully correspond to the goal that the head of the travel company wants to achieve.

Another feature of image that needs to be taken into account is that it can be different for different groups of people. The company's reputation is important to the general public, and its competitiveness is important to partners.

After determining the nature of the company, the decision is made on how to communicate to public groups the real merits of the company? At this stage, the so-called corporate identity is formed, that is, a system of communication means - names, symbols, signs, logos, colors that express the personality of the company. Corporate identity should reflect the mission, structure, business and aspirations of the company.

Elements of corporate identity and its features

The main elements of corporate identity are:

· trademark;

· branded font inscription (logo);

· graphic trademark;

· brand block;

· corporate slogan (slogan);

· corporate color(s);

· corporate set of fonts;

· corporate hero;

· constant communicator (face of the company);

· other proprietary constants;

Trademark (other names used): service mark, trademark, brand name, is the central element of the corporate identity (FC). A trademark is a figurative, verbal, three-dimensional sound designation, or combinations thereof, registered in the prescribed manner, which are used by the owners of trademarks to identify their goods.

The role and importance of technical specifications in the formation and maintenance of the FS of a tourism enterprise are determined by its functions:

· quality guarantee;

· security.

Performing all these functions together, as well as each one separately, increases the competitiveness of products and facilitates their positioning in the market. Thus, according to the Max Planck International Legal Research Institute, 60% of buyers associate technical specifications with high quality goods, 30% with high quality and reputation of the company, and 10% do not pay attention to technical specifications at all.

TK symbolizes the stability of the characteristics and properties of the tourism product and the level of customer service. This is where the so-called quality assurance function appears. As soon as the connection between technical specifications and the quality of services is broken, the sign turns into a means of repelling consumers from the tourism products offered by the company. This effect of TK can manifest itself even when the quality has already been restored. It is much more difficult to gain the good reputation of a sign than to lose it. That is why the owner of the technical specification must constantly take care of the preservation of consistently high quality characteristics of the services offered to the market.

The individualizing function of TK is to highlight (identify) a tourism product and a company in the market. To perform this function, the technical specification must meet the following requirements:

· simplicity, i.e. a minimum number of lines, the absence of small, poorly distinguishable details and anything that interferes with quick and accurate memorization;

· individuality, which should ensure distinction and recognition of the technical specification;

· attractiveness, i.e. absence of negative emotions caused by TK;

The advertising function of technical specifications is intended to play a significant role. To do this, the technical specification itself must become the object of advertising, i.e. used in all its visual manifestations: on signs, in gas-light advertising, souvenirs, printed publications, design of exhibition and office premises.

The security function of trademark is determined by the fact that it is registered, legally protected and has the property of exclusive ownership of the owner.

TK belongs to the so-called objects of intellectual property, and is protected by patent laws of all countries of the world. The right to a trademark is protected by the state and certified by a certificate. The certificate certifies the priority of the trademark, the exclusive right of the owner to the trademark and contains its image. Trademark registration is valid for 10 years from the date of filing the application. To extend the period, a repeated application is submitted.

TKs are numerous and varied. The following types are distinguished:

· verbal, which can be registered both in standard writing and in original graphic design (logo);

· Fine, which is an original drawing (company logo);

· volumetric (in three-dimensional design);

· combined, which is a combination of the above types.

Corporate font inscription (logo) is the original style or abbreviated name of a company, a group of products of a given company or one specific product. As one of the main elements of a campaign's corporate identity, trademarks play an important role when used in all modern types of advertising (press advertisements, special editions, posters, banners, illuminated advertising, advertising in cinema, radio and television). A verbal trademark is one of the types of trademarks that are becoming increasingly used, which is explained by the significant advantages of designations of this kind. Verbal trademarks are well remembered, easily distinguishable, and more convenient for advertising. Verbal trademarks are original words or names. The words that serve as the basis for a trademark may be fictitious and existing in the language. Currently, so-called artificial words, more often called “logo” (Logotipe) are widely used as verbal trademarks: combinations of letters that in some cases do not have a semantic basis in the language (MMM, NNRU, MTM). A short, sonorous and expressive verbal sign, created by a competent linguist and modified by a graphic designer taking into account the psychological characteristics of human perception, is easily perceived and remembered by ear. Typically, a logo consists of four to seven letters. Approximately 4 out of every 5 trademarks are registered in the form of a logo.

Logo styles may vary. The most common are drops, simple geometric primitives, spiral motifs, animal images, “humanization” of a sign or object, photographically accurate images, an unbroken line. When designing a logo, the use of styles involves endowing it with various effects, but, in general, they are used to quickly form the image of a company by creating an image.

Special studies have scientifically established that shape, like color, has an emotional impact on a person.

Simple geometric shapes are perceived faster by the viewer and are better remembered compared to complex irregular shapes.

Line shapes have a certain impact on the perception of information. Vertical or straight horizontal lines are believed to be associated with calm, clarity and even solidarity, while curved lines are associated with grace and ease. However, this is true under certain conditions, for example, the more frequent the horizontal or vertical lines and the more contrasting the colors chosen to depict them, the more unpleasant, even dizzying, sensations they produce. Very often, logos use images of various animals or birds.

Graphic trademark (conventional designation of a company or product that is maximally stylized and universally adapted to exist in the intended advertising environment) Since a graphic trademark is one of the main style-forming elements, special attention should be paid to its development and use in the corporate style system. The trademark must meet high aesthetic requirements and the level of modern graphics. At the same time, the trademark must be easy to perceive, as well as in depiction and use, that is, it must be easily combined with text and other design elements. Fine trademarks are drawings of a wide variety of themes: these are various ornaments, symbols, and images of animals, birds, stylized images of all kinds of objects. Figurative trademarks can include not only images of objects, but also words in a special form; it can sometimes be difficult to make a clear distinction between letter or word marks and figurative marks.

A corporate block is a traditionally, frequently used combination of several elements of a corporate identity, most often a visual technical specification (trade emblem) and a logo.

The company block may also contain the full official name of the company, its postal and bank details (for example, on company letterhead). Sometimes the block includes a corporate slogan.

A corporate slogan (slogan) is a constantly used corporate original motto. Some slogans are registered as TK.

· helps to attract potential clients and form a positive attitude among them, both towards the company itself and the products it offers;

· is the main tool for achieving the goals of advertising activities;

When directly creating an advertising message, it is necessary, first of all, to come up with a theme and motto for the entire advertising campaign. The topic of the advertisement must correspond to the objectives of the advertising campaign and the product being advertised. It is necessary that the consumer remembers at least the name of the product and company. Advertising is determined by these circumstances. It is expressed in a bright title - a motto called an advertising slogan.

It is very difficult to formulate general universal rules for choosing a seolgan, but there are several requirements that it must satisfy:

· Brevity (a short phrase is easy to remember);

· The slogan should be easy to pronounce (in no case should it contain words that are difficult to pronounce);

· Use original puns whenever possible.

A slogan, usually preceding an advertising message, is one of the main means of attracting the attention and interest of the target audience. Its role especially increases in the absence of other means that attract involuntary attention - illustrations, colors, and so on.

Many studies have been devoted to the influence of color on the psychology of perception of advertising messages. Color can attract, repel, instill a sense of calm and comfort. This means that with the help of certain color combinations it is possible to control the consumer’s attitude towards advertising. The choice of color scheme is based on the main advertising theme.

The timing of a tourism advertising campaign usually begins much earlier than the implementation of tours. The main advertising campaign takes place in autumn. During this period, trips for the following year are advertised. A second, less intense advertising campaign begins at the end of winter. During this period, it is selective. Its main focus is on stimulating tour sales that have not yet been fully realized.

· Don't overload your reader. Keep sentences short. Use simple, familiar words.

· Speak briefly - only what you want to say, no more and no less.

· Stick to the present tense and active voice - it sounds more lively. The past tense and passive should only be used in exceptional cases.

· They are not afraid to use personal pronouns. Remember that you are addressing everyone personally: imagine that you are talking with a friend.

· Avoid clichés. Learn to do without them. Bright, unusual words and phrases attract and hold the attention of readers.

· Do not use too many subordinate clauses and introductory words. The abundance of commas is tiresome. Don't give your reader a reason to change ships.

· Use abbreviations whenever possible. They look natural. When speaking, people constantly use abbreviations.

· Don't brag. Look at everything from the reader's point of view. Avoid the words “we”, “us”, “our”.

· Stick to one direction. Don't try to do everything at once. If you chase two hares, you won't catch either.

· Be optimistic. Express emotions. Inspiration must be conveyed in the text.

Corporate color (colors) are also the most important element of the FS, one of the components of the overall image of the company. Color makes the FS more attractive, better remembered, and allows it to have a strong emotional impact. A corporate color may have legal protection if the trademark in this color is properly registered.

Despite the fact that color is one of the components of a corporate identity, it is also one of the main enemies of a quality logo.

One of the criteria for an unprofessional approach to creating a logo is the use of several colors, gradient fills, shadows, and halftones.

At the same time, one of the main signs of a good logo is violated - practicality. The logo must be reproduced in small sizes for application. The logo must be reproduced equally well in paint or on screen, and must work equally well in black and white and color, as well as in negative.

A corporate hero is a permanent, stable image of its representative, intermediary, in communications with target audiences. Very often the corporate hero is given certain traits that the Switch strives to incorporate into its image. A white swan taking off from the surface of the water reproduces the natural state of airline customers - flight. Pharmacist Maria symbolizes professional competence and soft, unobtrusive attentiveness to the pains of ordinary consumers. The corporate hero can also personify the fantasy-ideal image of the consumer. An example of this is the Marlboro Cowboy. The hero clearly lays claim to the laurels of Superman. And, apparently, it is assumed that a smoker of these brands of cigarettes will subconsciously identify with this corporate hero.

A constant communicator, unlike a corporate hero, is a real person. This is a specific person who is chosen by the company as an intermediary in its communications with the addressee. More common definitions of this concept are “the face of the company”, “brand image”, “icon of the company”. Moreover, the involvement of a permanent communicator in the communication process is different in that it is not episodic in nature. He acts as a communicator for quite a long period of time. Sometimes a company uses external attractiveness, the beauty of an intermediary. In some cases, a communicator company may be attracted by a person’s professional qualities and competence.

Other corporate constants: some elements of the company’s activities, including in the field of communications, are characterized by constancy, obligatory and long-term use, and play such an important role in shaping the image of the company that they can be classified as elements of its FS. These constants may include:

· various company logos that, for some reason, have not received legal protection and are not technical specifications;

· signature design features;

· original signatures and pictograms – abstract graphic symbols;

· certain internal company standards;

· format of publications, all printed products can be extended to a certain original format, which contributes to better recognition of information and advertising materials.

Conclusion

Corporate style is a set of techniques (graphic, color, plastic, acoustic, video) that ensure unity across all company products and events; improve the memorability and perception by customers, partners, and independent observers of not only the company’s products, but also its entire activity; and also allow you to contrast your products and activities with those of competitors.

Corporate identity is a language characteristic of a given company, a kind of identification document of the enterprise, its identification mark, business card. All functions of corporate identity, one way or another, are associated with creating an image of an enterprise, which should be memorable and attractive to the main type of its consumers.

Among the main functions of corporate identity are the functions of trust, identification and advertising effectiveness. Permanent elements of corporate identity save the consumer’s time, simplify the process of making a purchase or consuming services, and evoke positive emotions associated with the name and image of the enterprise. However, if real and artificial images are in conflict, then marketing efforts can do more harm than good.

Corporate identity, as a rule, involves the development of company symbols (trademark, logo, corporate block, slogan, corporate color, corporate font set, corporate hero, constant communicator, etc.).

For greater effect, many businesses create brands. In addition, it very often happens that a brand is created by itself with the appearance of a product on the market. But the spontaneous formation of consumer impressions may not be in the company’s favor. A managed brand, on the contrary, identifies and flaunts all the advantages of a product, distinguishes it from the total mass of similar goods or services offered in a favorable light.

Bibliography

1. Velyaminov G.M. International economic law and process [Text]: Textbook / G.M. Velyaminov - M.: Wolters Kluwer, 2004. – 211 p.

3. Dwayne D.K. Brand Policy [Text] / D.K. Duane - publishing house VES., 2003. - 246 p.

4. Kotler F. Marketing management [Text]: Analysis, planning, implementation, control / F. Kotler - St. Petersburg: Peter, 1998 - p. 541

5. Kotler F. Fundamentals of Marketing [Text]: Marketing / F. Kotler - M.: Publishing Group "PROGRESS-UNIVERS", 1993. - p. 638

9. www.kirovinfo.ru (Branded font inscription)

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www.kirovinfo.ru

Kotler F. Fundamentals of Marketing [Text]: Marketing / F. Kotler - M.: Publishing Group "PROGRESS-UNIVERS", 1993, p. 162.

Velyaminov G.M. International economic law and process [Text]: Textbook / G.M. Velyaminov - M.: Wolters Kluwer, 2004, p. 35.

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Www.ln.com.ua (Titov L. Terms - “image” and “opinion”)