Abstract
The object of research is branding in production and trade chains. In the process of literary analysis, the authors found that most scientists are focused on the concept of supply chain management. But the state and degree of development of issues of formation and management of trade and production chains of enterprises, as well as branding in these chains are not adequately reflected in modern scientific literature. Given the importance and necessity of solving certain issues and problems, the authors dedicated their research to this topic.In the course of the research, an author's approach to the interpretation of the concept of «brand» is formed on the basis of scientific generalization. An author's definition of the concept of «brand» is obtained, by which the authors understand a clearly identified symbol, which for the consumer is not only informational sublimates (and/or a stable emotional impulse), but also an additional utility relative to competitor goods. This is due to the fact that the study clarifies the definition of the concept of «branding» from the perspective of the decomposition of the production and trade chain. The approach proposed in this work allows one to take into account the relationship and mutual influence of production and trading activities and to obtain a synergy effect from the use of branding throughout the entire production and trade chain. Thanks to this, the term «brand» is understood to mean a clearly identified symbol, which for the consumer is not only informational sublimates (and/or a stable emotional impulse), but also an additional value relative to competing goods. This together determines the consumer's choice in favor of the carrier of this brand. Understanding this ensures the formation of additional value at each stage of branding, strengthens the competitive position of the brand owner and improves branding. The next stage of the research, the authors determine the construction of the branding mechanism in production and trade chains. The mechanism should be based on the formation of planning processes unified for all markets and products, terminology databases, data structures for strategic analysis, strategic models and programs.
Highlights
The globalization processes and the further integration of Ukraine into the European and world space are cha racterized by an ever-increasing saturation of the market space of information, an increase in its significance and value
«Branding is a tool for implementing strategic marketing behavior of an enterprise in the market in the process of creating and managing a brand to achieve the goals of all interested participants in the production and trade chain»
The study clarified the definition of the concept of «branding» from the perspective of the decomposition of the production and trade chain
Summary
The globalization processes and the further integration of Ukraine into the European and world space are cha racterized by an ever-increasing saturation of the market space of information, an increase in its significance and value. The success of Ukrainian enterprises de pends on internal performance and the ability to adapt to changes in the external environment, and on the ability to properly gain a strong market position for the long term This is precisely the ability of enterprises to ensure the use of branding in their activities, which allows to identify the company’s products, but to increase the market value of the enterprise as a whole. It is worth noting that recently the issues of implement ing joint branding have become relevant, which reduces the risk of entering the market, adds the corresponding competitive advantages to enterprises that carry out joint activities It reduces the level of marketing costs for product promotion. The aim of research is the theoretical and methodological justification for the use of branding in production and trade chains
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