Search academic texts

Registration Number

0220U102351, 0120U100558 , R & D reports

Title

Strategic brand management in the consumer market

Head

Fayvishenko Diana S., Кандидат економічних наук

Registration Date

12-03-2020

Organization

Kyiv National University of Trade and Economics

Description

 Relevance of research. The current stage of development of the national economy is characterized by certain shifts in the structure of the national economy, in the structure and nature of relations in production, marketing, distribution and consumption. The object of the research is the process of strategic brand management in the consumer market. The subject of the research is theoretical, methodological and practical bases of formation and realization of marketing strategies of brand management in the consumer market. The purpose of the mid-term study is to substantiate and develop recommendations for strategic brand management in the consumer market. Objectives of the study: - theoretical and methodological substantiation of strategic aspects   managing the brand in the consumer market; - analysis of theoretical aspects of management effectiveness evaluation brand; - formation of mechanisms of brand strategies. Research methods. The main methods of research are the principles of functionality, epistemological analysis. The information base of the research is scientific works of domestic and foreign scientists-economists on strategic management, development and brand management, specialists in marketing and marketing management, legislative and regulatory acts of Ukraine. The scientific novelty of the obtained results lies in the development of conceptual foundations and scientific and methodological recommendations on the formation of marketing strategies for brand management in the consumer market, taking into account the specificity of the mineral water market. The practical value of the work. The main point is that it is brought to the level of methodological developments and practical recommendations. Scope and structure of work. The interim report consists of an introduction, 3 sections, conclusions, appendices, a list of sources used. The total volume of the report is 23 pages, including the main body of 20 pages. The list of sources used includes 29 items

Product Description

popup.authors

BARANIUK YURII R.
Lisun Yanina V
Suslova Tetiana O.
Faivishenko Diana S