Bazherina K. Competitiveness of brands of industrial enterprises

Dissertation is devoted to the development of theoretical bases and practical experience of forming the brand competitiveness of industrial enterprises in the consumer market. Sequence chart of forming the brand competitiveness is offered, which consists of conceptual, implementation, and expansionary levels. In order to determine the possibility of transition the brand to the next level, criterial indicators and their threshold values are identified, which determine the degree of its formed competitiveness. For the formation of certain programs to improve the competitiveness of the brand, a model of diagnosing its competitiveness is proposed. This model includes the determination of groups of brands, depending on the homogeneity of results of the formation of their competitiveness, and identification of market indicators that have the greatest impact on the brand value in the group. Based on the proposed model, recommendations on improving the brand competitiveness of enterprises, which produce large household appliances, are given.