BRAND CONCEPT OF A RESORT AND RECREATIONAL ENTERPRISE

Background. Brand formation of a resort and recreational enterprise is a key factor of success and competitive advantage. The socio-economic development of the destination, its investment attractiveness and the development of an export-oriented model of the resort and recreational sphere depend on the strength of the brand’s influence. This significant scientific aspect requires a theoretical substantiation of the brand concept of a resort and recreational enterprise and the study of the basic of its formation. The aim of the article is to study the methodological foundations of the brand concept of the resort and recreation enterprise, taking into account the key features of the resort and recreation service, which will increase brand awareness, provide reliable information to consumers, the resort and recreation company will balance supply and demand especially during periods of seasonal fluctuations. Materials and methods. The theoretical and methodological basis of the article are theoretical and analytical-applied researches of Ukrainian and foreign scientists on bran­ding, as well as statistical data of international organizations, UNWTO, GWI, the State Sta­tistics Service of Ukraine, statistical and financial reporting of resort and recreational enter­prises, etc. Such scientific methods and approaches as system, analysis and synthesis, compa­rison, graphic have been used in the research. Results. Definitive analysis of the essence of the brand concept has showed that the concept covers key ideas and essence, it is irrational, it is transmitted non-verbally and it is a guide for consumers in the market environment. Functional attributes of resort and recrea­tional services are a consequence of interpenetration of features of resort, hotel and re­creational services. The brand of the resort-recreational enterprise must transmit information about the resort and recreational service as a set of services aimed at providing medical, health, rehabilitation, valeological, recreational and animation services. Taking into account the phenomenon of diffusion is associated primarily with the reflection in the brand of the enterprise of the complexity of the signs of resort and recreational services. The concept of a diffuse brand of a resort and recreational enterprise should reflect a suggestive and marke­ting approach to brand formation. Conclusion. Diffuse brand is an indicator that reflects the multifunctional of the resort and recreational service and broadcasts relevant information about its consumer character­ristics. Disclosure of the concept of the brand of the resort and recreational enterprise through a diffuse brand is a marker of the effectiveness of marketing activity of the resort-recreational enterprise in differentiating marketing communication channels to address poten­tial customers and stimulate sales of resort and recreational services. Keywords: concept, resort and recreational enterprise, resort and recreational service, diffusion, diffuse brand of a resort and recreational enterprise.