Piankova O. The development of brands in the marketing practice of milk processing plants

The given dissertation is devoted to the advance of theoretical and methodological principles and applied aspects of the development of brands of milk processing plants. The scientific approaches to the brand development are studied and brand development trends of foodstuffs and beverages in Ukraine are defined in the thesis. The implementation of brand's communication function as a marketing tool is researched; the dairy industry and the characteristics of organization and development of brands of milk processing plants are analyzed. A methodological approach to the study of development trends of milk brands, which is based on the matrix of consumers' needs / saturation of a product category with brands is formulated. The sequence of management stages of brands portfolio development is proved and recommendations about priority trends of portfolio components of the dairy industry enterprises are made. Key words: brand, brand management, development of brands, marketing practice.