CURRENT TRENDS BRANDING IN UKRAINE

T. Shaposhnik

Student specialty "Marketing",

National University of Food Technologies

Intensive process of globalization in the international market generated by the appearance of well-known brands, entering the market of Ukraine immediately gaining a significant share of the domestic market. Therefore, the development of national brands is an important component of the success of Ukrainian enterprises in the global market and an important factor in the maintenance of competitive position in the domestic.

Despite the fact that the development of branding in Ukraine began relatively recently, this market segment is quite dynamic. Need to use a brand management solutions have long appreciated the heads not only large, but also small and medium businesses. However, branding the Ukrainian economy - is a relatively new trend, and therefore not yet fully explored.

Theoretical and methodological principles of formation and functioning of brands in Ukraine explored in his works of local artists: Jean Goncharenko, Y. Radchenko, I. Saburov, V. Tarnavskyi, G. Kanischenko.

However, in general, problems of development and functioning of brands in Ukraine is not systematically investigated and requires a deep analysis of the characteristics of branding in the domestic market.

The development of branding the Ukrainian market segment began with the goods of mass demand. In order to keep the position in the roar, manufacturers are forced to create competitive and recognizable brands.

The food industry is represented by a large number of well-known brands, because despite the strong competition and a large variety of product offering, brand, product can immediately make a popular and profitable. Thanks to the brand as an additional tool of competitiveness of enterprise are recognizable. Thus increasing demand for branded products and provides more profit to the owner of the brand.

High level of branding achieved in the financial sector and the service sector. A whole wave of rebranding recently touched Ukrainian banks. Rebranding touched not only the outer shell, but also governance, social responsibility of financial institutions allowed to minimize internal defects. While the real estate market branding is not used actively. Absolutely new direction is the branding of shopping centers, this trend characterized by the fact that not only used marketing tools, but also architecture, design, brands tenants of retail space and more. New brands have become more consistent pozytsionuyemiy nature of business that immediately impact on consumer confidence, the formation of customer loyalty.

On the Ukrainian market gained their positions major international brands. Most expensive brands of the world 2013. in Ukraine:

The first line of the list for the third year in a row takes Apple's brand value $ 104.3 billion. By this measure "apple" company doubled ahead of any other brand, and Apple brand for the year rose by 20%, despite the fact that since the release of the first iPad in 2010 the company has not presented any revolutionary innovations.

In second place Microsoft ($ 56,7 billion.): The year the software giant to add value to their brand 4%. Three leaders closes Coca-Cola ($ 54,9 billion.). 2012. With its brand rose by 9%. The five leaders also includes IBM Corporation and Google: the cost is estimated at $ 50.7 billion. And $ 47.3 billion. Respectively.

The top ten hit as: McDonald's took 6th place with $ 39.4 billion., 7th - corporation General Electric, valued at $ 34.2 billion. Intel and Samsung took the 8th and 9th of $ 30.9 and $ 29.5 billion. respectively. Closes ten brand Louis Vuitton, valued at $ 28.4 billion [2].

The most famous domestic brands are: chicken "Our ripple"; beer "Chernigov"; Sweets «Roshen».

This marks the largest Ukrainian trust and love. [4]

Recently, a number of advertising companies and manufacturers are increasingly contain elements of patriotism. Ukrainian origin or element of patriotism are increasingly trying to make the argument for purchase. Yes, advertising signs or swarming Ukrainian elements from embroidery and Ukrainian national colors and the Cossacks with bacon soup. But it is important not only looks like the product because consumers perceive the brand not only by their appearance [3].

Today the brand and branding in Ukraine is an integral part of a successful business. Branding is designed to increase profitability and characterized in that: creates a strong demand for products; provides awareness of products among similar products of other companies; create an attractive image of the company and credible to consumers; promotes consumer purchasing decisions without hesitation [1].

The effectiveness of branding proven expertise in many successful international companies as a brand - an effective system of consciousness buyers.

Thus, the development of branding in Ukraine is quite intense, it is a feature focus on increasing the recognizability, a sense of security to some extent - and patriotic loyalty to consumers.

Scientific supervisor: L. Vlasenko

References:

1. Шевченко О. Л. Бренд-менеджмент: навч.посібник. / О. Л. Шевченко– К.: КНЕУ, 2011. − 395 с.

2. Рейтинг найдорожчих брендів 2013 від Forbes: [Електронний ресурс]. – Режим доступу: http://www.management.com.ua/news/?id=1509.

3. Радіо Свобода: [Електронний ресурс]. – Режим доступу: http://www.radiosvoboda.org/content/article/26565081.html.

4. Фокус: [Електронний ресурс]. – Режим доступу: http://focus.ua/ratings/.