IMPROVEMENT OF BRANDING ACTIVITY OF DAIRY PROCESSING ENTERPRISES
Journal Title: Інноваційна економіка - Year 2017, Vol 72, Issue 11
Abstract
Purpose. The aim of the article is the development of theoretical, methodological provisions and practical recommendations on the effective system of branding dairy processing enterprises. Methodology of research. The following methods of scientific knowledge are used in the process of research: logical and analytical methods, in particular methods of analogy and comparison, induction and deduction, scientific abstraction – for theoretical generalization, clarification of the conceptual apparatus on the problem, formulation of conclusions; monographic – for a detailed study of individual elements of the phenomenon under study on the example of concrete objects. Findings. It is proved that improvement of management system of branding process at the enterprise (in particular, the transition to a brand-oriented scheme of construction of a department) can increase competitiveness by conquering a larger market share, increasing knowledge of brands by consumers, increasing consumer loyalty to brands, reflected in the growth of sales volumes and enterprise proceeds, and, consequently, greater profit and opportunity to send received funds to measures that increase the competitiveness of products and enterprises as a whole. Originality. Tools for determining the market position of brands based on the system of identification branding, which allows, in contrast to existing approaches, to ensure the distinctness of the market position of the brand of the enterprise, as well as to identify strategic directions for improving its status, are improved. Practical value. It has been established that branding is one of the ways of strengthening the competitive advantages of dairy processing enterprises in conditions of increasing competition on the domestic dairy market. For this purpose, it is advisable to create a marketing department under the functional and brand principle and an executive branding board at the enterprise, which should include management of all management levels. We believe that the proposed measures will contribute to strengthening the competitive advantages of the milk processing enterprises of the Kiev region on the regional dairy market.
Authors and Affiliations
Pavlo Bidula
Keywords
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