Shvets O. The role of branding in ensuring the successful operation of the enterprise

The object of research is the processes of increasing the role of branding in ensuring the successful functioning of dairy enterprises. The subject of the study is theoretical, scientific, methodological and applied aspects of enhancing the role of branding in ensuring the successful functioning of dairy enterprises. The dissertation is devoted to the complex development of theoretical, scientific-methodical and practical recommendations for increasing the role of branding in ensuring the successful functioning of dairy enterprises. During the task, the following research methods: dialectical and scientific methods of cognition, classification, system-structural and expert analysis, graphical and empirical methods. The concept of "criterion of branding success", which includes awareness in the brand, cognitive, informational, is proposed. Improved scientific and methodical approach to evaluating the effectiveness of branding by comparing the average consumer branding standardized assessment on indicators that meet the criteria of successful branding, and the average normalized cost estimates on branding. The scientific-methodical approach to determining the degree of influence of consumer awareness on branding efficiency is proposed. The scientific and methodical approach to developing scenarios for increasing the profit of enterprises due to different variants of branding efficiency is proposed. The main theoretical generalizations, conclusions and proposals contained in the thesis have scientific and practical value and used by the Department of investment, tourism and recreational activities and industrial policy Kherson Regional State Administration, Department of agrarian and industrial development of the Kherson regional state administration in the course of Strategic development of the Kherson region, JSC "Kherson Butter Plant" JSC "Chaplinka Oilseed plant ", Kherson National Technical University.