Oksana Zhludova: Brand and corporate culture as a basis (source) and the consumer of the industry psychicalconditions"

Oksana Zhludova
Saint-Petersburg State University of Engineering and Economics, Department of general management, chair of managing labour and social prosesses, associate professor; Saint-Petersburg State University of Architecture and Civil Engineering, chair of management.

Since 1980th years in sphere of economy there has come " an era of brands ". The brand as a product is designed on creation of long term relationships with clients, builds in an emotional component in each contact and achieves loyalty to trade mark. Researchers in the field of advertising say, the new generation aims brand’s consumption as the sensual images which are represented them to other people or the organizations and made communications. This tendency has led to formation of the industry of psychical conditions which is aimed to produce and distribute the products (technologies) for consumer behavior management. By means of a brand we can impose to the consumer the sense of experiences - the person automatically feels concrete emotion in the acquainted situation, passing process of search of sense and valuation. The same product (service) has chance to take various reactions on the consumer market, therefore, organizations need to manage them so that to survive in the market. The way of this control is the brand - society level and the corporative culture – organizational level. Interaction of these theoretical tools creates a double situation. On the one hand, the relationships with the consumers which are designed on the base certain psychical conditions, develop or stop depending on conformity of an emotional sense of people and an offered brand. Therefore, competitive advantage of each organization is the management of organizational members’ behavior and psychical conditions. The result of corporative culture development’s actions becomes the compelled consumption by personnel those products that either to conform to concrete psychical conditions for successful organizational being or to compensate influence of imposed emotions which person feels in professional activity process by the organization. On the other hand, the organization is the active consumer various psychical conditions. The person of a consumer society is characterized by the whole set of emotional stereotypes which sometimes opposite each other. Somewhat, the person has real experience from "events" never had places in its real life without any efforts but he just consumers various psychical conditions. The modern organization can be attractive for such person as a job place or organization can improve a personnel motivation in only case: the corporative culture will offer them required psychical conditions. The creation process of some psychical conditions must be permanently innovation unless the organization has a risk to lose control by consumer and personnel behavior management.It is necessary to note, that many scientists prognosticate the further development of the tendencies and mark the problems connected with it both for a person and the organization and a society. So that the industry psychical conditions are extremely favorable business today there is a probability of human being changes.