BUSINESS INFORM №12-2014

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Section: Management and Marketing
UDC 339.137.2:347.77
Moroz O. V., Volovodyuk S. S.
Potential and Prospects of Branding in the Domestic Competitive Environment (p. 479 - 484)
In the article relevance of forming the principles of adaptation of business activity of domestic producers to the new information and communication technologies related to the branding type has been substantiated. The effects of the growing influence of brands on the business processes and the implementation of branding at the country level were examined. The impact of activity of construction and industrial complex on the economic development as well as formation of branding image of the country was analyzed. The sporadic nature of branding in the positioning of national enterprises of the construction and industrial complex was specified. It is recommended that in the production and supply activity of the enterprises of construction branch the algorithm for projecting of branding strategies is used, which will facilitate the acquisition of sustainable competitive positions in the selected geographical area. Application of the marketing communications with attention to the specifics of industry and the regional needs of consumer, with highlighting the emotional and rational components, was proposed.
Keywords: brand, branding, marketing communications, construction and industrial complex, competitiveness
Fig.: 6. Bibl.: 15.

Moroz Oleg V. –
Volovodyuk Svitlana S. – Applicant, Department of Management and Modeling in Economics, Vinnytsia National Technical University (95 Khmelnytske Chss, Vinnytsia, 21021, Ukraine)
Email: [email protected]

Article is written in Ukrainian
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Reference to this article:
Moroz, Oleg V., and Volovodyuk, Svitlana S. (2014) “Potential and Prospects of Branding in the Domestic Competitive Environment.” Business Inform 12:479–484.

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