RESEARCH OF BRANDING EFFICIENCY IN THE MILK PRODUCTS MARKET

Abstract

This article reviewes the change of brands value of the dairy industry leaders which have got to TOP 100 of the Ukrainian brands in eight previous years proceeding from the MPP Consulting technique. The most expensive dairy brands were determined. The market leaders of specific commodity groups such as milk, cheese, processed cheese, drinking yoghurt, butter were defined by results of social multi–polls "Favorite of Success – 2015". Brand portfolios were analyzed for the major milk holdings.

At the same time the concept of "recognition" of the brand was reviewed. Due to the results of the primary market research there was found the relationship between the level of awareness (popularity) and the level of purchases of the drinking yoghurt brand.

The main trends in promotion and positioning of the modern dairy brands and branding problems of the milk business were identified.

The conclusions and recommendations proved in article may promote increase of branding efficiency of the dairy industry in the Ukrainian market.