THE IMPORTANCE OF BRAND IMAGE FOR PARCEL TRANSPORT COMPANIES
Keywords:
brand, brand image, brand awareness, consumer loyalty, innovationsAbstract
Sharp competition in the market of parcel transport companies creates new challenges to the logistics sector. If companies want to maintain their existing positions in the market and to improve them, they must form and constantly strengthen their brand image. This article, based on the scientific literature, analyzes the importance of brand image for shipping companies. The main goal of this article is to analyze the influence of the brand image on parcel shipping companies. Although, author seeks to find out what factors form the brand image. For consumers, the positive brand image of today's parcel shipping companies offers a sense of security in choosing a service that is already known and rated by other users. Based on the analysis of scientific research, it was identified that if parcel transport companies want to create positive brand image it is important to pay great attention and invest in the quality of services, price level, IT integration, functionality of equipment, customer service, and improve the accessibility of self-service terminals. It is also necessary to improve an aesthetic image, shorten delivery deadlines, choose targeted advertising methods, and in a timely manner respond to feedback and recommendations left by users.