Brand Сommunication of the Independent Bookstore in Wartime: The Case of «Sens»

Abstract

This article is devoted to the study of brand communication of the independent bookstore «Sens» as a model of effective branding in the context of the dynamic development of the Ukrainian book retail market. The relevance of the study is defined by the rapid growth of the bookstore sector despite the full-scale war, the phenomenon whereby a crisis context stimulates rather than hinders the development of book infrastructure, as well as the need for scholarly understanding of marketing and branding practices of bookstores. According to the Ukrainian Book Institute, approximately 800 offline bookstores operate in Ukraine, while leading retailers report increasing revenues. In this competitive environment, independent bookstores, lacking the resources of large chains, are compelled to seek effective branding strategies. The purpose of the article is to identify and analyse the marketing initiatives of the «Sens» bookstore within the framework of branding theory and integrated marketing communications. The object of the study is «Sens», an independent bookstore founded in December 2021, which has expanded to three locations and become one of the most well-known book retailers. Using the methods of observation, analysis, and generalization, the key components of branding are identified: the corporate brand type, the atmosphere (bookstore, café, and event venue), the function of the space as a community platform, as well as the associative base around the word «sens», which is monetized through merchandising and situational marketing. It has been established that «Sens» employs the full range of integrated marketing communication tools: advertising, public relations, sales promotion, event marketing, direct marketing, relationship marketing, and situational marketing. Communication channels are described using the PESO model. The «Sens» team has succeeded in creating a unique image, in particular through the effective use of branding and brand communication. It is concluded that the success of «Sens» is grounded in the concept of a lifestyle bookstore, enriched by a clear civic value position and an orientation toward community building. The results have practical significance for the branding of independent bookstores that are becoming communication hubs, and prospects for further research are identified.