Hladiy K. Formation of Brand Differentiation Strategy of Confectionery Enterprises

The object - processes of formation and development of strategies for differentiating brands of confectionery companies. The purpose is a theoretical study and develop practical recommendations for development and implementation of strategies for differentiating brand of confectionery industry. Methods - general economic, mathematical and empirical methods, specific marketing techniques, historical method, theoretical synthesis, system analysis and synthesis, expert surveys, modeling. The results are the theoretical positions and practical guidance in developing and implementing strategies for differentiation confectionery businesses. The novelty is to improve the existing theoretical positions and develop practical recommendations on the formulation and implementation of strategies for differentiating brand confectionery businesses.The scope is the activity confectionery businesses.