Scientific approaches and practical aspects of brand market position estimation (on the example of chocolate and pastry wares industry of Ukraine)

Abstract

In the article the authors specify the concept of branding and its advantages. The modern scientific approaches to brand market position estimation (on the example of national market of chocolate and pastry wares) and analysis of character of its perception by consumer (in particular on the example of trade mark Roshen) are analyzed.

Keywords

• brand
• branding
• strategy
• competitiveness
• efficiency
• mindspace of brand