(Хмельницький національний університет, 2019) Tomalia, T.; Marcinko, D.; Томаля, Т.С.; Марцінко, Д.В.
The article considers the peculiarities of the formation and development of the own brand of the top 10 companies
engaged in retail trade in Ukraine with the brand value position. The importance of creation and development of branding
enterprises and the main advantages of brand use are analysed. The analysis of the value of the most important national brands in
the field of retail trade and its dynamics has been carried out. The main factors of reducing the value of individual brands and the
generally accepted prices of the brand are determined by the respective enterprises. The influence on the development of its own
brand on the brand value and summing up the main characteristics of the retail market in Ukraine are shown.