Building a Strong Brand as an Element of Customers Acquisition and Retention for Steplife Company

Annotation. The work is devoted to creating a strategy for building a strong brand for Steplife. Steplife is a prosthetics and orthopedics center that is also developing its own production of bionic lower limb prostheses. A strong brand in this case is considered from the point of view of leadership in the chosen niche, which is achieved by attracting and retaining customers. The exceptional interest of the work lies in studying the features of the assistive technology market, which is at the stage of active development, especially in the segment of production of the latest technologies. The work also discusses the main models and methods of building and developing a strong brand. Particular attention is paid to researching the end consumer. Research method: in-depth interviews with end users, as well as expert interviews with representatives of surgical and rehabilitation centers. During the study, valuable insights were obtained about the rehabilitation process of patients, their choice of prosthetic centers, etc. The result of the work was a strategy for creating a strong Steplife brand. Key words: strategy for building a strong brand, brand identity, assistive technology market