“VODOKANAL” MUNICIPAL UNITARY ENTERPRISE BRAND IN THE OPINION OF THE EKATERINBURG CITY DWELLERS

Abstract

A recognized brand is one of the key marketing strategy elements of any company. High-quality branding provides for sustainable consumer loyalty and partner trust. However, many companies underestimate this aspect. The main research issue is the contradiction between the desire of the “Vodokanal” company to create a positive brand for its consumers and the negative company image developed in Ekaterinburg. The scientific objective is to analyze the existing brand of the “Vodokanal” company, its particular strengths and weaknesses. The article features the results of a sociological research through a phone survey method (400 Ekaterinburg residents have been interviewed). The associations method allowed to introduce an element of qualitative research into the survey. The obtained data analysis made it possible to assess the company's popularity and to identify the existing problems with water supply and interaction with the “Vodokanal” MUE and to focus on the main associations with the company's brand. The resulting conclusions have been made on the need to adjust the company's brand policy. Currently the company lacks publicity, so the associations are mostly negative. Besides, the majority of respondents are dissatisfied with the quality of provided services. The company should rely on and develop its advantages, such as reliability, power, large scale, long-term existence in the market - and shift the focus to the younger generation, who has no negative attitude towards the “Vodokanal” company. It is also necessary to increase the information component of the company's activities, as the analysis results of the website, Internet and media activity have also been negative.