RESEARCH OF BRANDING EFFICIENCY IN THE MILK PRODUCTS MARKET


  • S. Sendetska Lviv National University of Veterinary Medicine and Biotechnologies named after S. Z. Gzhytskyj, Lviv.
Keywords: branding, brand, dairy products, market, trademark, method of MPP Consulting, brand value, brand portfolio

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.

 

Author Biography

S. Sendetska, Lviv National University of Veterinary Medicine and Biotechnologies named after S. Z. Gzhytskyj, Lviv.
PhD in Economics, docent

References

Ofitsiinyi sait ahentsii MPP Consulting // [Elektronnyi resurs]. − Rezhym dostupu : http://mppconsulting.com.ua. (in Ukrainian).

Rezultaty holosuvannia spozhyvachiv 2015 roku u nominatsii: Produkty kharchuvannia / Molochna produktsiia // [Elektronnyi resurs]. − Rezhym dostupu : http://www.favor.com.ua. (in Ukrainian).

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Published
2016-03-09
How to Cite
Sendetska, S. (2016). RESEARCH OF BRANDING EFFICIENCY IN THE MILK PRODUCTS MARKET. Scientific Messenger of LNU of Veterinary Medicine and Biotechnologies. Series Economical Sciences, 18(1), 223-225. Retrieved from https://nvlvet.com.ua/index.php/economy/article/view/3367
Section
Economic efficiency of production and agricultural products alteration