ОСОБЛИВОСТІ ЗАСТОСУВАННЯ БРЕНДИНГУ ЯК МЕТОДУ ПІДВИЩЕННЯ КОНКУРЕНТОСПРОМОЖНОСТІ НАЦІОНАЛЬНОЇ ЕКОНОМІКИ КРАЇНИ

Abstract

In the article investigational one of methods of providing of competitiveness of products and competitiveness of national economy – brending and his use in marketings researches. The peculiarities of the application of the concept of branding in the national economy of Ukraine, which embody various sources of increasing the competitiveness of goods and contribute to the development of various sectors of the national economy of our country, are analyzed. The development of the Ukrainian brand paradigm, the implementation of its theoretical and methodological foundations in the practice of national production, expanding the boundaries of branding of goods and services in organizations, territories, including the formation of the national brand "Ukraine" will help build a strong and economically independent state. The features of application of conception of brending are analysed in the national economy of Ukraine, which incarnate in itself the different sources of increase of competitiveness of commodities and instrumental in development of different industries of national economy of our country. The influence of the specifics of purchasing behavior of Ukrainians and the peculiarities of the application of the concept of branding in the domestic market is determined. The main tasks of branding for Ukrainian companies are defined, such as aggressive growth of the brand in order to get closer to the main competitors; steady growth of brand knowledge; development of the existing platform; improving brand visualization, the use of creative approaches in communication; expanding the base of loyal and regular consumers. The main barriers to the development of domestic brands and branding in Ukraine in accordance with the needs of the national market and the domestic economy are studied. It is stated and substantiated that an important barrier to restraining the development of the branding process in Ukraine is legal, which is caused by the existence of complex and lengthy legal procedures for registration of legal rights of trademark owners, trademarks, individual creative components of the brand. The organizational barrier hinders the effective creation, development and promotion of brands, there are also psychological motives for denying the brand and its benefits, which also systematically hinders the branding process in Ukraine.