Paziuk V. Branding in managing the development of the wine industry enterprises

The thesis is devoted to the development of theoretical, scientific, methodological approaches and practical recommendations on the use of branding in managing the development of the wine industry companies, the use of branding technologies in promoting Ukrainian products on the domestic and foreign markets. The conceptual apparatus for the studied subjects has been clarified, the economic substance has been revealed and the authorized determining of the content of the concepts of "brand", "functional essence of the brand", "market value of the brand" has been proposed, the system of principles of branding technologies positioned on the stages of formation and use of a new brand of wine production has been defined. Methodological approaches to create mechanisms of formation of state support and promotion of new brands of wine production, theoretical regulations to determine options for branding technologies of marketing strategy, methodical approach to the evaluation of the competitiveness of a new brand of wine production and determination of its economic efficiency have been developed.