DEFINING THE INSTRUMENTS OF MARKETING COMMUNICATION, THAT INFLUENCE FORMATION OF BRAND IN CONSTRUCTION COMPANIES IN ALMATY

Abstract

This research article investigates the critical marketing communication tools influencing brand formation within construction companies in Almaty, Kazakhstan.

Through an analysis of current practices and perceptions, the study aims to provide insights into effective strategies for brand development in this sector. By examining various marketing communication channels, including digital platforms, such as facebook, google and etc., traditional advertising, and public relations, the research identifies key factors contributing to successful brand establishment and management. Additionally, the study explores the cultural and socio-economic influences on brand perception in Almaty's construction industry. It also evaluates the impact of emerging technologies, such as virtual reality and augmented reality, on brand engagement and customer experience. The findings offer valuable implications for construction companies seeking to enhance their brand presence and competitiveness in the market. This comprehensive approach equips practitioners and researchers with actionable insights to navigate the complexities of brand development within the construction sector of Almaty.