Zymbaleska J. Branding at the light industry enterprises under the globalization conditions

In the dissertation the theoretical, methodical and practical problems of branding are considered; the definitions of the main categories are specified. The branding models are summarized. The methodical approaches to measuring the brand equity are researched. Current development trends of the global market of branded fashion goods and the brand forming features in the Ukrainian light industry enterprises are distinguished. As the result of the research the determinants complex is determined. It defines the Ukrainian consumers perception of brand goods of the light industry and provides the effective application of the branding concept. The structural and logical model of the brand development process and matrix method allowing determining the development strategies of the enterprise brand portfolio are improved. The complex approach to assessing the brand strength is developed. The theoretical approach to determine the brand capital based on discounted cash flows is improved. The role of the brand capital in the forming of the enterprise's market value is grounded.