Перегляд за Автор "Su Zhenning"

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    Документ
    Improving the brand management of the enterprise on the basis of marketing (based on the materials of «Roshen Podillya» LLC)
    (Khmelnytskyi National University, 2025) Su Zhenning
    In the first section, the study analyzes the theoretical foundations of enterprise brand management based on marketing principles. It examines classical and modern approaches to branding, emphasizing the strategic role of marketing in shaping brand value, recognition, and consumer loyalty in a competitive market environment. The second section presents an analytical overview of the Ukrainian confectionery market and provides an in-depth evaluation of the performance of «Roshen Podillia» LLC. This includes an assessment of current market conditions and trends, general economic indicators, and a detailed characterization of the company’s brand management policy. The section also investigates how the brand is positioned in the regional market and identifies internal and external factors influencing its image and competitiveness. The third section focuses on the development of a set of practical marketing-based measures to improve the brand management of «Roshen Podillia» LLC. These measures address key challenges in digital brand positioning, refining customer loyalty programs, and community engagement. The proposed improvements aim to strengthen the company's online presence, foster environmental responsibility in brand communication, and develop social initiatives that reinforce brand identity and stakeholder trust. The recommendations developed in the study were presented for implementation to improve the brand management system of «Roshen Podillia» LLC and enhance its strategic market positioning.