Fertyuk S. Management of the development of company's brands

In the thesis the development of brands in the market of mineral and table waters of Ukraine is investigated; author's understanding of modern preconditions and perspective directions of the progress of management methodology of the development of company's brands are suggested. The recommendations concerning the improvement of the mechanisms of ensuring of the effectiveness of transactors' marketing activities in Ukraine, overcoming of actual conceptual contradictions in theory, applied economic problems are developed. The evolution of scientific views on the definition and content structure of scientific categories related to the theory of development of an enterprise and concept of brands in marketing are investigated. The basis of determining of the economic efficiency and optimization of the branding process is worked out. The preconditions of the formation and modern trends of the progress of integrated marketing systems are investigated. International and domestic trends of development of the market of mineral and table waters are defined. Financial and economic results of activities of specialized transactors in Ukraine, prospects and reserves of growth of their business by using of potential of brands are evaluated. The technology with a complete cycle of customers' demands processing in branding is proposed, a three-stage methodological model of qualitative transformation of the offering effects of customer value directed at ensuring the consumer enthusiasm is improved; the direction and specific recommendations concerning the improvement of the marketing practices, the level increase of efficiency and controllability of brands' development are defined.