LOGISTICS AS PART OF THE BRAND'S MARKETING STRATEGY

Abstract

The article discusses the role of logistics as an important tool of brand marketing strategy. It outlines its impact on the perception of the company by a growing number of consumers, the formation of competitive advantages and the level of customer loyalty. The article analyzes key logistics USPs (unique selling propositions), such as delivery speed, tracking transparency, eco-friendly solutions, flexible return policies and quality assurance. Special attention is paid to how logistics can become part of a brand's value proposition. The research findings confirm that logistics is not only an operational function but also a strategic element in building long-term customer relationships and strengthening the brand. It is noted that the skillful combination of marketing and logistics will allow making quick and rational decisions to ensure effective interaction between the internal and external environment of the enterprise: the introduction of marketing and logistics management of the enterprise will help to optimize sales activities by increasing turnover and accelerating sales; reducing inventory based on sales forecasts; controlling market conditions and current consumer preferences; establishing relationships with suppliers; and building relationships with customers. It is noted that supply chain design should start with the marketing component, based on the product idea, market research, and production of a trial batch of goods. One of the effective methods of increasing the competitiveness of enterprise through logistics is the introduction of logistics concepts related to branding. It is indicated that among the fundamental logistics concepts are information, marketing and integral. Logistics concepts have a strategic impact on the activities of trade enterprises, including on the profit and income of an enterprise, and they affect the time of order fulfillment, perception of the value of goods, reliability of supplies and formation of the enterprise brand.