Chykusova M. Formation of brands of resellers at the market of passenger cars in Ukraine

The dissertation is dedicated of development of theoretical and methodological aspects, methodical and practical recommendation for formation of brands of resellers at the market of passenger cars. The thesis investigates the theoretical and methodological principles of the formation of brands of resellers at the market of passenger cars. The scientific approaches to the definition of "brand" and "corporate brand" are researched. Defined the specific features of the formation brands resellers on the passenger car market in Ukraine. The practical tools of formation brands resellers on the market of passenger cars are analyzed. Studied the communication tools of resellers at the market of passenger cars which have been used in their practice. The basic steps and tools of forming brand strategy for companies in the trade of cars are engaged. Completed evaluation of the effectiveness of the corporate brand for resellers at the market of passenger cars based on the integral indicator of the brand. The list of job duties for brand managers who work in the market of cars is established