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Scientific and Theoretical Content of the Brand Strategy of a Trading Enterprise
Zubko D. O.

Zubko, Daria O. (2020) “Scientific and Theoretical Content of the Brand Strategy of a Trading Enterprise.” Business Inform 11:457–461.
https://doi.org/10.32983/2222-4459-2020-11-457-461

Section: Management and Marketing

UDC 339

Abstract:
The study notes that the activities of commercial enterprises are constantly becoming more complex, as it is influenced by factors related to economic crises, unstable economic environment, globalization of the economy and digitalization processes. All this causes changes in existing approaches to managing domestic enterprises. In this regard, the expediency of using the brand and brand strategy in the activities of a trading enterprise to ensure its competitiveness and market position is justified. The purpose of the study is to determine the scientific and theoretical content of the brand strategy of a trading enterprise. Approaches to defining the concepts of brand and brand strategy are considered and generalized, as a result of which it is determined that in the scientific literature there is no consensus on their interpretation, due to the semantic ambiguity of the characteristics of these definitions. The features and essence of the brand from the standpoint of subject, functional, emotional, cost-oriented and integrated approach are identified. The author's position on the expediency of defining the concept of brand taking into account the integrated approach is substantiated. The brand strategy is characterized as an orderly set of measures designed for the long term, the implementation of which is aimed at: increasing the popularity, demand for the company's product among consumers by forming an appropriate image, ideas, associations, expectations about it; increasing the value and competitiveness of a product or service; development of the trade enterprise as a whole. The stages of formation of enterprise strategy, creation of brand and brand strategy are generalized, their features in the context of activity of trade enterprise are defined. It is proved that the development and implementation of brand strategies in the framework of strategic management play an important role in the development and formation of the image of a trading company, which requires additional research on practical aspects in the theoretical plane.

Keywords: brand, brand strategy, trade enterprise, approach, stages.

Fig.: 1. Tabl.: 1. Bibl.: 9.

Zubko Daria O. – Postgraduate Student, Department of International Economics and Management of Foreign Economic Activity, Simon Kuznets Kharkiv National University of Economics (9a Nauky Ave., Kharkiv, 61166, Ukraine)
Email: [email protected]

List of references in article

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Hulia, Yu. V. “Vykorystannia brendynhu pidpryiemstvamy haluzi ptakhivnytstva“ [Use of Branding by Poultry Companies]: dys. … kand. ekon. nauk : 08.00.04, 2015.
Malkova, I. V. “Marochnyy kapital kak nematerialnyy aktiv kompanii“ [Brand Equity as an Intangible Asset of the Company]. In Ekonomicheskaya teoriya: istoki i perspektivy, 734-741. Moscow, 2006.
Timonin, K. O. “Formuvannia ta efektyvnist vykorystannia brendu promyslovoho pidpryiemstva“ [Formation and Efficiency of the Production of the Brand of the Industrial Enterprise]: avtoref. dys. ... kand. ekon. nauk : 08.00.04, 2012.
Zborovskyi, R. V. “Planuvannia brend-stratehii pidpryiemstva“ [Planning of the Brand Strategies of the Enterprise]. Naukovyi visnyk Khersonskoho derzhavnoho universytetu. Seriia «Ekonomichni nauky». 2018. http://ej.journal.kspu.edu/index.php/ej/article/view/253/249
Tamberg, V., and Badin, A. “Brend-strategiya: novyy vzglyad na effektivnost“ [Brand Strategy: A New Perspective on Efficiency]. https://www.marketing.spb.ru/lib-around/essay/brand-strategy.htm
Maslova, N. O., and Zinchenko, A. I. “Osoblyvosti bankivskoho brendinhu“ [Branding Banks Features]. Pidpryiemnytstvo ta innovatsii, no. 3 (2017): 37-42.
Dykan, V. L. et al. Stratehichne upravlinnia [Strategic Management]. Kyiv: TsUL, 2013.
Pustotin, V. “Etapy pobudovy brend-stratehii“ [Stages of Building a Brand Strategy]. Management.com.ua. April 18, 2018. http://www.management.com.ua/notes/brand-strategy-steps.html?print

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