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УДК: 33.330.658

DOI: https://doi.org/10.36887/2415-8453-2023-1-22

Blyznyuk Tetyana
D.Sc. (Economics), Professor,
Simon Kuznets Kharkiv National University of Economics
https://orcid.org/0000-0002-8291-4150
Maistrenko Olga
PhD (Economics), Associate Professor,
Simon Kuznets Kharkiv National University of Economics,
https://orcid.org/0000-0002-8007-3191

JEL classification: М30

The importance of the problem of forming and managing Ukrainian brands (trademarks) is determined by the fact that well-known brands become an important condition for a company’s stable position on the market, and one of the key factors is its profitability and competitiveness. The world experience was considered and analyzed, which shows that at the current stage of development of competitive markets, brands are fighting for a place in the minds of buyers. The theoretical aspects of the justification of the brand and brand management were studied, and a holistic definition of the concept of “brand” was formed. In the article, the tools of brand management and its system are formed, agreed, and characterized. The sequence of use and formation of the brand, its stages are highlighted. Based on the conducted research, the expenses for the formation and implementation of the brand in the sales and service personnel of the Ukrainian company were compiled. All this makes the analysis of practical experience and the development of a theoretical concept of brand management of trade and production of Ukrainian companies relevant in the conditions of modern realities. The criteria determining the priority of brand effectiveness of sales and service personnel of Ukrainian companies are compared. The possibility of practical use of its results in the activities of Ukrainian companies makes this work particularly relevant. A SWOT analysis of the company’s activities was carried out, which identified the company’s strengths and weaknesses, potential advantages, and threats that the company may face in its activities. It has been proven that the formation and development of a brand in the sales and service personnel of a Ukrainian company from the field of commerce is economically beneficial. The proposed elements of the brand will help the enterprise to increase its economic efficiency, which is necessary in the current economic situation in the country, as well as in the financial state of the enterprise.

Keywords: brand, brand management, branding, brand effectiveness, brand tools.

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The article was received 12.01.2023