Brand Promotion through New Information and Communication Technologies (on the example of Russian airlines)

Author: Felix I. Sharkov, Oleg A. Sedov

Communicology. 2017. Vol.5. No.6
Sharkov Felix Izosimovich, Dr. Sc. (Soc.), Professor, Head of Department of public relations and Mediapolicy, Institute of Public Administration and Civil Service, Russian Presidential Academy of National Economy and Public Administration (RANEPA);
Sedov Oleg Aleksandrovich, Advisor to the Commercial Director for Development, Vnukovo International Airport. Address: 119571, Moscow, Vernadsky av., 84. E-mail:

Abstract. The transformation of a product to a brand comes at a time when the objective perception of the values of the product or a trade mark is being replaced by personal attitude. Personal value in branding is one of the parameters of the philosophy of the brand, which draws the attention of experts in the process of the brand development. It is the foundation of the concept of ‘brand’, leading a brand to getting into the field of human perception. Personal value ensures the strong ties between the branding object and the inner world of man, and the system of his values.
Today, the use of traditional methods is not enough to promote the brand. New technologies in the field of traditional PR include social media release, and a newsroom (online press center). However, the preparation of press releases and working with the media, at the moment is associated mainly with the PR activities of foreign airlines. In addition, there have been changes in traditional public relations related to working with the media, PR texts and exhibition activities. These include the creation of an online press center for journalists on the company’s official website and the use of interactive systems at exhibition stands. PR activities of the main Russian air carriers, to which such companies can be attributed, are aimed at the following target audiences: employees, media, shareholders, investors, passengers, government bodies, professional associations, job seekers, and children and youth. When working with each of the above target audiences, it is necessary to work out appropriate tools and technologies are used and communication strategies. Organizations that provide aviation services (airlines and airports) use the whole range of new technologies of public relations in the Internet and traditional environment in their PR activities. The internet tools include blogging, social media marketing (VKontakte, Facebook, Instagram, Twitter, Classmates, Google+, LinkedIn, Flickr, Tumblr), the usage of video podcasting, e-mailing, RSS, and applications for smartphones and smart watches, used by both domestic and foreign airlines.

Keywords: brand, branding, mediarelease, newsroom, interactive technology, brand positioning, new electronic technologies, brand book, brand management

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For citation: Felix I. Sharkov, Oleg A. Sedov. Brand promotion through new information and communication technologies (on the example of Russian airlines). Communicology (Russia). 2017. Vol. 5. No.6. P. 86-101 DOI 10.21453/2311-3065-2017-5-6-86-101.

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