  
  


          .   , ,   ,      ,      .        ,           ,    ,         .





  



  



  

  

  

   



  ,2021

 ,  ,2021



ISBN978-5-0055-5693-6

     Ridero







 ࠖ      .  , ,   ,     ,     .       ,         ,    ,       .

    .             .       .

      ,  蠖  -,    (  ,  ),  ,                 ,     .

            . ,      ,  .

  蠖        ,   , , ,      .       ,   , ,  .

      ,    , ,  .   ,  ,         , , .  ࠖ   .     ,    ,  .

 ( , - PR-, SMM-)    ,  젖    .

   ,      Faros.Media.        . Ѡ2008      ,               .   170  LORG SMB.     PR ,   ,       (SMM),     ,  ,   .







      -   ,       .          (   ),  ,    .     .

     reputatio,  , , :    ,      ? Ѡ    : ,   ,  , ,  , ,  ,   .

  : , , ,   .         ,         .

ʠ,        ,     .      ,      .

Ѡ     ,  -,   ,            .    ,    .     ,   , , , ,  .

C         .    ,          ࠖ     ORM   .

     -       .       ,     .               (word-of-mouth marketing).

Ѡ       ,            ,  .    -  ,      .  2004  yelp.com,    2016   142   .

     .     ORM-,          .

     .         . ,  2007   , :   eBay       [1 - Mills E. Study: eBay sellers gaming the reputation system? // Cnet. January, 11. 2017.  : https://www.cnet.com/news/study-ebay-sellers-gaming-the-reputation-system/ ( : 11.07.2019).].

      IT Hewlett-Packard (HP)    ,    ,   .   ORM-    .   , ,    (,    ),     ,     -   .

       ,       ,  ,   ,   .

  ,    ,   ,     .  -            .

    ORM     .        .

           .

          digital-   RUWARD.   2018 RUWARD      digital-     ,  SERM.

           ,     Faros.Media    .  , 2017-,      PR-     REPA,     .

  蠖          .        ,        .

    (, , )   ,    ,   頖  .   ,  ,      .

   ,    :     ,   ,    .  :     ,      .     ,   .            .




I



  





 


  ,  [2 -  .,  . 22  :     ! .: , 2005.].

 ,  

  ,      ,      .  ,    ,    ,  ,             .

    :      ,      :  蠖  . ,  ,    .

  ,           .       ,       .

    .     ,     ,    , ,   .       ,      ,   , ,   .

 ,             , ,  . ,    , - , -  .        ,  .

      .       ,   ,        .

  ()          .  ,    ,  . Ƞ          ( -,  ),   蠖 ,   .

        :       .   ,    ,   .    ,  -  .    :   ,   ,  ,  ,  .

  .  ,   ,  ,    , ,      .  , , , .

 20202021      .   ,        ࠖ       .   ,     ,      :  .

    ,   .   ,     , ,   ,   ,   ,    .      ,    .




 


      ,     .     ,     ,   ,  ,   , . :   ,     ?      -     ,   ,     .

     ,       , , .     ,   .         ,     :    ,    , ,       .

   -  -  ,          ,      .

    ,   -   .     150 (--   [3 -  ࠖ     ,     (. .).])  , , ,    .     ,       (44% 2235, 36% 3660, 14% 1721),         (85%  ).

  ,         : Apple, Samsung, Dior, Nike, Chanel, Dolce & Gabbana, Bork    -     ,  -     .

     ,        ,     ?     ,     ?       -.

  ,       22      .   ,     ,        .    ,              .

 ,   ,      (    ),         .  ,    .     :    ,    .

    ,    .     :  ,  ,   .  ,      ,   ,     .     .

  ,  ,   .     ,      .  : 90%    . ʠ       [4 -  ,   ,  .      D.F.,    .   ,   ,  ,   - . ,          .          .    .        ,     .      ,       .   ,   D.F. ,     ,    ,    . D.F.    ,  ,   .      - ,     ( .  .       .  : http://surl.li/akilg (http://surl.li/akilg) ( : 13.06.2019)).].

  20  ,    ,  95%   [5 - Traditional market research over-relies on consciousness inother words, on rationality, economic logic, and verbalization. However, inconsumers purchasing choices, 95percent ofthe decision-making process takes place below the conscious level. (How Customers Think: Essential Insights into the Mind ofthe Markets byGerald Zaltman. Asummary ofthe original text / Audio-Tech Business Book Summaries.  : https://media.imaxws.com/912/howcustomersthink.pdf ( : 13.06.2019)).].



    ,       (   ,          ,   )   ( ),       .



   ,    : ,   ( ).  ,  堖    .       ;        .



        :



  ,        11  .  ,      ,   .     [6 -  .  .  : https://mybook.ru/author/dejv-grej/liminalnoe-myshlenie-kak-perejti-granicy-svoih-ube/citations/1766905 ( : 29.07.2020).].



   ,     ,     .



, -,  , -        , ,  ,     .         :      ,      , ,       (,  )  [7 - .. . .: , 2016. .17.].



  ,      .    , ,   ,    ⠖   .    , , -    ,  .      ,     ,     .



       ,         .  ,      ,    7% ,   .       ,   ;  55%      ,  , 38%  [8 - Mehrabian A. Nonverbal Communication. Chicago, IL: Aldine-Atherton, 1972.]. ,      ,       .



    ,    .     :  ,  ,   .  ,      ,   ,     .     .



  ,  ,   .     ,      .  : 90%    .

ʠ       [9 -  ,   ,  .      D.F.,    .   ,   ,  ,   - . ,          .          .    .        ,     .      ,       .   ,   D.F. ,     ,    ,    . D.F.    ,  ,   .      - ,     ( .  .       .  : http://surl.li/akilg (http://surl.li/akilg) ( : 13.06.2019)).].   20  ,    ,  95%   [10 - Traditional market research over-relies on consciousness inother words, on rationality, economic logic, and verbalization. However, inconsumers purchasing choices, 95percent ofthe decision-making process takes place below the conscious level. (How Customers Think: Essential Insights into the Mind ofthe Markets byGerald Zaltman. Asummary ofthe original text / Audio-Tech Business Book Summaries.  : https://media.imaxws.com/912/howcustomersthink.pdf ( : 13.06.2019)).].



    ,       (   ,          ,   )   ( ),       .

     -  XX        .     ,  ,       ,     .      ,  頖   ,  頖  ,  頖  .

         堖      .      ,   -,    .   UX- (User Experience  ),     ,   .

              .          :    (, , )    ,  ,      ࠖ  ,   (,   ,  , )  .

         .   ,     ,  ,     .  ,    ,      ,   .

  ,   -  ?   ,    -    .             21!

  ,     .  -  ,    .       ,     , ,  (love-mark)  ,  ,   (expert-mark).

  ,    ࠖ .     .     ,           頖  .  ,    ,    ,   .          ,  .   .  ,    ,    堖 , , ,  .

 ,  ࠖ   ,   /  .   ,     ,      ,     , , .  ,   ,       ,     .




 


     ࠖ   .     2016    .    ,           , ,    ,  , ,   .

          ,         .      bigdata,   :

1.  , , , - .

2.   ( ,     ,  ).

3.  -,   , cookies.

4.    (, , ).

5.   TV-[11 - ,   - ,       (. .).].



 ,      ,          .

 2019         . ,         ,      .

        ,     ,       [12 -         / . 2019. 12.  : https://www.sberbank.ru/ru/press_center/all/article?newsID=a1ad1d1d-d0e2-41d6-b0e6-d6ee4b727919&blockID=1303&regionID=77&lang=ru&type=NEWS (https://www.sberbank.ru/ru/press_center/all/article?newsID=a1ad1d1d-d0e2-41d6-b0e6-d6ee4b727919&blockID=1303&regionID=77&lang=ru&type=NEWS) ( : 04.08.2021).],   ,     .   :   -    .

        ,            .     ,    ࠖ       .

         ,  .      ,   :      ,       .       ,  :  big data smart data.

        蠖  .    ,      :  -,     .  ,    ,   , ,  .  ,  ࠖ   .

    ,      :     , ,     [13 -  .          //   .  , 2018. 8(162).  : https://www.4dk.ru/news/d/20181005135017-analiz-lichnosti-po-sotsialnym-setyam-kak-effektivnyy-metod-podbora-kadrov ( : 13.06.2019).],   , -. , ,     ,  ,       [14 - .  .       . .:  , 2018.].

  ,       ,   .   ?         .   ,         ,     .

      -,    Romir -   Gallup International   ,    -     . ,     -  ,      - ,    ,  ,   .  ,  [15 -   셻:    //   .  , 2019. 1(164).  : https://www.4dk.ru/news/d/20190215100721-mir-stanovitsya-drugim-intervyu-s-andreem-milekhinym ( : 13.06.2019).], .

, ,    ,     .       .

 ,    :   ,   ,  . ,      ,                ,   ,  .     .

 :



,         蠫    .     ,  .   ,     .




II



 





 

 


   <>    [16 -  .   ,   :       ,     .  : https://republic.ru/posts/l/852959 ( : 13.06.2019).].

 ,
  ,     

     ,       -ࠖ   .       ,    .    :      ,     .



   ,    


        ,   -       .      ,     .

 -    XIX .   -         : ,      ,  , , .

 90-  XX        .         ࠖ      ,   .      ,         ,   (Sincerity),  (Excitement),  (Competence),  (Sophistication),  (Ruggedness)[17 - .., ..    . .: .    , 2017. .39.].

     頖     .     ,    .

Ƞ    .   ,      ,        .  Tefal,      ,             .






   Twitter.com



     ,   ,   - .



 : 



  ,        ,  -  .        ꠖ   Pandora  -.   ,  .   ,            .    ࠖ            .

    ,   :       .        ,    ,    .        ,    .



 : Pandora



 Pandora     . ,         .  ,   ,     ,     ,   .     ,  ,   ,     -:      ,        .    ,  -       .






   Twitter.com



        .  ,        ,     ( )  .    ,      ,   .  , ,   ,       .    ,     ( ), - ,            ,   . ,   ,   ,    .

 Pandora   10,      . ,  1982,       :      ,      .       : Ӡ         ,    ,   .         .   PANDORA[18 -   / Pandora.  : https://www.pandora.net/ru-ru/company/about/the-story ( : 23.07.2019).].



   ,     


 - 頖    .     ,      , ,   ,       .     ,    .     ,         .    ,  ,      ,    , ,     .  ,  , .



 :  



     .    ,      .     ,       ,     .

Ѡ  ,       .  Karen Millen     ,       :      ,  ,  ,   .

      ,          ,          (=  )[19 -        .       ,     <>       ()      .              젖  ,   . . (.., ..    . .: .    , 2017. . 4344).].

       Karen Millen?           .   ,      ,     ,    .



 : Karen Millen



  1981,       100     ,      .      ,       [20 - Π / Karen Millen.  : https://www.alltime.ru/brand/?ID=603 ( : 27.07.2021).].

 Karen Millen      ( 80  40  ,  50  23).

            ,          ,        ,      .

    ࠖ    (   , , -),   - (  ),     .



   , 

    


   , ,    ()   ,   .   ,    .     .

 ,    ࠖ   ,    ().  :

  ;

  ;

  ;

  ;

,  ,  .



       ,       , ,     . ,   Vetements      .        .        -  , Vetements     Staff[21 -  .     堖   ? // Wonderzine. 2017. 10.  : https://www.wonderzine.com/wonderzine/style/opinion/228566-fashion ( : 21.06.2019).].

 ,         - ,    .  ,      ?              .       .

,  ,  :      ,       ,   .    ,   ,   ,   .

,    ,         .



 :  



 Faros.Media        .  2018        [22 -     / Faros.media.  : https://faros.media/case/nejming-dlya-obrazovatelnogo-proekta/ ( : 21.06.2019).].          .

       8  (3, 2-,   2 ).      ,    ,       .      16      ,   .

 ,           :       , ? ,     ,  :

 :     . ,   ,    . ,    ,    . ,  , ,   .

 :     .    (  ,   ,   ,    ).   .    .



 ,        ,        ,   ,    .

    ,        蠖  . ,   ,      .  䠖   ,      ,   .

 2018    ,    Reebok  #蠖  砫       .    ,   ,    ,   ,   .

     -. ,   ,       ,    ,       .

 PR- Aviasales  , PR   ,     <>  PR  - ,       [23 -  .,  .      ,      : The Bell     Reebok. 2019. 8.  : https://thebell.io/direktor-brenda-smotrel-na-vse-tsitaty-i-ulybayas-govoril-kak-emu-nravitsya-fraza-pro-grob-the-bell-poobshhalsya-s-avtorom-skandalnoj-reklamy-reebok/ ( : 01.07.2019).].     .



,     


ꠖ  .         . ,       ,   , ,   ,    .

,   ,       .

 :  



 2018     .    ,     ,      .

     ,     ,           .             .

 ,     ,     .      , , .         ,      Bud      (         ).          :   Bud  蠖    .

 :Bud



  Bud ( Budweiser Anheuser-Busch),    1857,      .  2014,  Interbrand BusinessWeek,    100  ,  Danone, Nescafe Ford[24 - Interbrand:      2014 /   . 2014. 9.  : https://gtmarket.ru/news/2014/10/09/6914 ( : 28.06.2019).].

             : Bringing people together. For abetter world ( ,   )[25 - For centuries, weve been bringing people together. Through sports, through music, and through culture, creating moments both everyday and extraordinary <> celebrating the great times that bring us together (Our 10Principles / Anheuser-Busch InBev.  : https://www.ab-inbev.com/who-we-are/our-vision/our-values.html ( : 28.06.2019)).].

      젖   .   ⠖      ,        .      ,          ,    .




  .


   .

   ,     (https://www.litres.ru/pages/biblio_book/?art=66674830)  .

      Visa, MasterCard, Maestro,    ,   ,     ,  PayPal, WebMoney, ., QIWI ,       .



notes








1


Mills E. Study: eBay sellers gaming the reputation system? // Cnet. January, 11. 2017.  : https://www.cnet.com/news/study-ebay-sellers-gaming-the-reputation-system/ ( : 11.07.2019).




2


 .,  . 22  :     ! .: , 2005.




3


 ࠖ     ,     (. .).




4


 ,   ,  .      D.F.,    .   ,   ,  ,   - . ,          .          .    .        ,     .      ,       .   ,   D.F. ,     ,    ,    . D.F.    ,  ,   .      - ,     ( .  .       .  : http://surl.li/akilg (http://surl.li/akilg) ( : 13.06.2019)).




5


Traditional market research over-relies on consciousness inother words, on rationality, economic logic, and verbalization. However, inconsumers purchasing choices, 95percent ofthe decision-making process takes place below the conscious level. (How Customers Think: Essential Insights into the Mind ofthe Markets byGerald Zaltman. Asummary ofthe original text / Audio-Tech Business Book Summaries.  : https://media.imaxws.com/912/howcustomersthink.pdf ( : 13.06.2019)).




6


 .  .  : https://mybook.ru/author/dejv-grej/liminalnoe-myshlenie-kak-perejti-granicy-svoih-ube/citations/1766905 ( : 29.07.2020).




7


.. . .: , 2016. .17.




8


Mehrabian A. Nonverbal Communication. Chicago, IL: Aldine-Atherton, 1972.




9


 ,   ,  .      D.F.,    .   ,   ,  ,   - . ,          .          .    .        ,     .      ,       .   ,   D.F. ,     ,    ,    . D.F.    ,  ,   .      - ,     ( .  .       .  : http://surl.li/akilg (http://surl.li/akilg) ( : 13.06.2019)).




10


Traditional market research over-relies on consciousness inother words, on rationality, economic logic, and verbalization. However, inconsumers purchasing choices, 95percent ofthe decision-making process takes place below the conscious level. (How Customers Think: Essential Insights into the Mind ofthe Markets byGerald Zaltman. Asummary ofthe original text / Audio-Tech Business Book Summaries.  : https://media.imaxws.com/912/howcustomersthink.pdf ( : 13.06.2019)).




11


,   - ,       (. .).




12


        / . 2019. 12.  : https://www.sberbank.ru/ru/press_center/all/article?newsID=a1ad1d1d-d0e2-41d6-b0e6-d6ee4b727919&blockID=1303&regionID=77&lang=ru&type=NEWS (https://www.sberbank.ru/ru/press_center/all/article?newsID=a1ad1d1d-d0e2-41d6-b0e6-d6ee4b727919&blockID=1303&regionID=77&lang=ru&type=NEWS) ( : 04.08.2021).




13


 .          //   .  , 2018. 8(162).  : https://www.4dk.ru/news/d/20181005135017-analiz-lichnosti-po-sotsialnym-setyam-kak-effektivnyy-metod-podbora-kadrov ( : 13.06.2019).




14


.  .       . .:  , 2018.




15


  셻:    //   .  , 2019. 1(164).  : https://www.4dk.ru/news/d/20190215100721-mir-stanovitsya-drugim-intervyu-s-andreem-milekhinym ( : 13.06.2019).




16


 .   ,   :       ,     .  : https://republic.ru/posts/l/852959 ( : 13.06.2019).




17


.., ..    . .: .    , 2017. .39.




18


  / Pandora.  : https://www.pandora.net/ru-ru/company/about/the-story ( : 23.07.2019).




19


       .       ,     <>       ()      .              젖  ,   . . (.., ..    . .: .    , 2017. . 4344).




20


Π / Karen Millen.  : https://www.alltime.ru/brand/?ID=603 ( : 27.07.2021).




21


 .     堖   ? // Wonderzine. 2017. 10.  : https://www.wonderzine.com/wonderzine/style/opinion/228566-fashion ( : 21.06.2019).




22


    / Faros.media.  : https://faros.media/case/nejming-dlya-obrazovatelnogo-proekta/ ( : 21.06.2019).




23


 .,  .      ,      : The Bell     Reebok. 2019. 8.  : https://thebell.io/direktor-brenda-smotrel-na-vse-tsitaty-i-ulybayas-govoril-kak-emu-nravitsya-fraza-pro-grob-the-bell-poobshhalsya-s-avtorom-skandalnoj-reklamy-reebok/ ( : 01.07.2019).




24


Interbrand:      2014 /   . 2014. 9.  : https://gtmarket.ru/news/2014/10/09/6914 ( : 28.06.2019).




25


For centuries, weve been bringing people together. Through sports, through music, and through culture, creating moments both everyday and extraordinary <> celebrating the great times that bring us together (Our 10Principles / Anheuser-Busch InBev.  : https://www.ab-inbev.com/who-we-are/our-vision/our-values.html ( : 28.06.2019)).


