International Science Index


Peculiarities of Implementation of Branding Principles

Abstract:One of the topical issues for the companies operating in the present-day conditions is making decisions about creation and development of brands. The goal of the research was to study peculiarities of implementation of branding principles using the well-known Georgian mineral water Borjomi as an example, to establish the attitude of consumers to Borjomi at Georgian market, to determine the discovered weaknesses based on the result of the research and to make certain proposals and give recommendations, which would help Georgian companies interested in branding issues to pay proper attention to fundamental principles of branding in their marketing activities. As a result of the marketing research, it was found out that Borjomi adhere to a number of branding principles in its activity, although it has certain shortcomings in that respect. The research method was of exploratory and descriptive nature. In the conclusive part of the work is given sum up research results, draw conclusions and give recommendations. If companies existing in Georgia will take them into consideration, it will help them to better make sense of branding and main aspects of using its principles.
[1] National Statistics Office of Georgia, External Merchandise Trade of Georgia in January-October 2015.
[2] Philip Kotler, Kevin Lane Keller, Marketing management, 14-th ed., Prentice Hall, p. 241. ISBN 978-0-13-210292-6.
[3] Peter Doyle, Phil Stern, Marketing Management and Strategy (4th Edition), “Piter”, Sankt Peterburg, (In Russion), 2007, p. 222.
[4] Philip Kotler, Waldemar Pfertch, B2B Brand Management, “Vershina”, Sankt Peterburg, (In Russion), 2007, pp. 216-353.
[5] Philip Kotler, Gary Armstrong, Principles of Marketing, 14th edition, (translate in Georgian), Tbilisi, 2015, pp. 128-135; ISBN 978-9941-23-352-4.
[6] The Website of company IDS Borjomi Georgia. (2016). Unique Features,
[7] The Website of CSR Club, (2015). IDS Borjomi Georgia.
[8] The Website of company IDS Borjomi Georgia. (2016). Mineral Water Borjomi, Assortment,
[9] The Website of company IDS Borjomi Russia. (2013). Mineral water Borjomi, return to the Russian market,, 11.04. 2013
[10] The Official Website of the National Intellectual Property Center of Georgia – Sakpatenti. 2012. 02.22. Mineral Water Borjomi.