|UDC 659.126:339.372.84(477)||DOI: https://doi.org/10.31617/tr.knute.2019(31)02|
Doctor of Sciences (Economical), Professor, Professor at the Department
of Marketing, Kyiv National University of Trade and Economics
19, Kyoto str., Kyiv, 02156, Ukraine
COMMUNICATION BRAND STRATEGIES OF TRADING NETWORKS OF UKRAINE
Background. The problems of forming brand communication strategies as effective tools for increasing competitiveness today attract more and more attention. In particular, there is a need for a theoretical generalization of the practice of developing brand communication strategies by the companies.
The formation of communication brand-strategies was investigated by K. Meniovych, D. Miller, M. Poplavsky, E. Romat, Y. Yanenko and others. However, the problem of analyzing the practice of creating and implementing communication brand-strategies by retail trade networks in Ukraine has not been solved.
The aim of the article is to develop a methodical approach to the analysis and systematization of existing communication brand strategies, the identification of typical strategies, their comparative characteristics and the development of recommendations for the choice of such strategies.
Materials and methods. Materials of scientific works (17 sources) are used. Methodsare applied: analysis and synthesis – to systematize scientific approaches to the definition of the essence of communication brand strategies; method of cluster analysis – to distinguish typical strategic brand communication models; logical method – when forming recommendations on the choice of communication brand strategies.
Results. The essence, significance and stages of development of communication brand-strategy, as well as brand-communication channels are considered. The methodical approach to the analysis and systematization of existing communication brand strategies is proposed. The main strategic models of brand communications of retail trade chains in Ukraine are outlined and their comparative characteristics are given.
Conclusion. Justification of the set of basic strategic models of brand communicationof retail trade chains creates the grounds for choosing the most suitable brands or for the development of unique communication brand strategies.
Keywords: brand, strategies, communication brand strategies, types and means of marketing brand communications, retail trade chains.
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