Abstract
The object of research is the marketing activity of enterprises producing alcoholic beverages in the field of trademark policy. One of the most problematic places is the process of making decisions on the formation of a portfolio of trademarks. The research used methods of comparative comparison of the activities of wineries of different countries, logical generalization of the results of consumer research conducted by specialists, analysis and synthesis of approaches to the classification of types of trademarks. A list of factors influencing the decision-making on the composition of the company's trademark portfolio has been obtained. In particular, it is determined that it is important to match the positioning of the trademark to the positioning of the brand of the company as a whole. This is due to the fact that the proposed list of factors take into accounts not only economic characteristics, but also purely marketing ones. Based on the example of one of the leading enterprises, it is shown that due to changes in the external environment, the trademark portfolio is revised. In the future, a methodology will be developed that will take into account these factors. By taking into account these factors, the company will be able to develop an effective brand strategy, improve the image and increase the level of customer loyalty. This will increase the market share of the enterprise even in conditions of partial uncertainty.
Highlights
In the current economic conditions, many international and local companies are faced with the issue of managing a large trademark portfolio
One of the most effective methods in this case is the formation of an optimal trademark portfolio
On family winemaking (Australia) Casella’s family produces wine of one brand: Yellow Tail – Yellow tail and has sparkling red, white wine and sangria in its portfolio, the entire assortment consists of 23 items [1, 2]
Summary
In the current economic conditions, many international and local companies are faced with the issue of managing a large trademark portfolio This issue is relevant due to the fact that during the period of active growth and development of companies, many new trademarks were created. In the face of tough competition, producers of alcoholic beverages should pay great attention to the formation of a portfolio of trademarksof their products. The globalization of this market leads to the fact that the consumer must make a choice among a large number of trademarks. One of the most effective methods in this case is the formation of an optimal trademark portfolio
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
