Dobrovolska K. Branding in production and trade chains

The dissertation is devoted to the improvement of theoretical and methodological provisions and the development of scientific and practical recommendations for the implementation of branding in production and trade chains. According to the results of the study, theoretical approaches to defining the essence of the brand as an identified symbol with additional usefulness, which determines its choice by the consumer and strengthens the competitive position of the owner. Improved interpretation of branding as a tool for strategic marketing behavior of the enterprise in the market in the process of managing its brand on the way to achieving goals. The conceptual approach to the definition and formation of production and trade chains has been improved. Theoretical and methodological approaches to determining the role and place of branding in the production and trade chain, which allowed to identify the properties of branding as a management process and allowed to take into account its components in the formation of a co-brand production and trade chain. The application of analytical tools for marketing research, based on the integrated use of office, field and Internet research in combination with prognostic methods to identify the impact of communication and information technologies on the spread of branding, has been further developed. A scientific and methodological approach to evaluating the effectiveness of branding in production and trade chains is proposed. A comprehensive approach to building a branding mechanism in production and trade chains, based on the introduction of unified for all markets and products of the planning process, terminology base, data structure for strategic analysis, strategic models and programs. A scientific and practical approach to making strategic decisions on branding in production and trade chains has been developed, which has made it possible to increase the efficiency of their marketing activities.