CERTAIN ASPECTS OF FORMATION AND SUPPORT OF RETAIL BRANDING OF TRADE CHAINS

Abstract

The article considers theoretical and applied approaches to conceptualizing the directions of formation and support of retail branding of retail chains. The aim of the article was to study the practice of implementing own trademarks of retail chains in Ukraine in order to identify priority aspects of formation and support of retail branding in conditions of full-scale war. It is proved that in conditions of martial law, retail chains play an increasingly important role in the sphere of commodity circulation, which are passive leaders of brands of commodity producers, turning into initiators of the creation of competitive products under their own brand. It is argued that in the process of managing their own brand, attention is paid to the system of control over the success of retail branding measures, based on the use of performance and efficiency indicators. A set of competitive advantages that a retail chain receives as a result of effective retail branding management is identified. It is proven that the retail branding process includes the analysis of positioning strategies, brand creation and management, methods of communication with customers and the use of digital tools to increase the effectiveness of the implemented measures. The formulation of the concept of retail branding is specified as a set of features of a retail enterprise that are important for the buyer, determine its unique advantages and allow the network to take the desired position in the market of goods and services. It is substantiated that one of the components of the brand power of a retail network is to study the index of the capital of its own trademark. Based on the research, an algorithm for branding a new own trademark is proposed, covering both the full cycle of retail branding and its individual separate stages. The main characteristics of the positioning strategy of retail networks are specified and conditions for a stable position in the market of goods and services are proposed. The topics of future research should include studying the effectiveness of choosing a retail branding model, as well as understanding the main aspects, identifying optimal elements, and adapting branding positioning strategies to different market segments.