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Research of Factors That Influence the Trademark Policy of an Enterprise

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Research of Factors That Influence the Trademark Policy of an Enterprise Економіка підприємств: ISSN 2226-3780 Економіка та управління підприємством 11. Demianenko, M. Ya. Finansovyi slovnyk-dovidnyk [Text] / 22. Lynovytska, O. Universytetski reitynhy, yak nevidiemna skla- M. Ya. Demianenko, Yu. Ya. Luzan, P. T. Sabluk, V. M. Skupyi dova intehratsiinykh protsesiv v ekonomitsi i suspilstvi rotsi et al.; ed. by M. Ya. Demianenka. – Kyiv: IAE UAAN, 2003. – [Electronic resource] / O. Lynovytska // HO Tsentr mizhn- 555 p. arodnykh proektiv «Yevroosvita». – May 27, 2016. – Avail- 12. Donets, L. I. Ekonomichni ryzyky ta metody yikh vymiriuvannia able at: \www/URL: http://www.euroosvita.net/index.php/ [Text]: Handbook / L. I. Donets. – Kyiv: TsUL, 2006. – 312 p. ?category=1&id=4757 13. Morgan, J. Р. Risk Metrics–Technical Document [Electronic re- 23. Peremishcheni VNZ: try roky na novomu mistsi [Electronic source] / J. Р. Morgan. – New York, 1996. – Available at: \www/ resource] / Vyshcha osvita. – December 19, 2016. – Available at: \www/URL: http://vnz.org.ua/statti/9793-peremischenni- URL: https://www.msci.com/documents/10199/5915b101-4206- vnz-try-roky-na-novomu-mistsi 4ba0-aee2-3449d5c7e95a 24. Breus, S. V. Vykorystannia zbalansovanoi systemy pokaznykiv u 14. Smeliantsev, A. P. Problema zahroz interesam bezpeky Ukrainy diialnosti vyshchykh navchalnykh zakladiv [Text] / S. V. Breus, (sotsialno-filosofskyi analiz) [Text]: Abstract’s PhD thesis / Ye. B. Khaustova // Aktualni problemy ekonomiky. – 2016. – A. P. Smeliantsev. – Kharkiv, 2001. – 18 p. No. 9 (183). – P. 109–116. 15. Liashenko, O. M. Kontseptualizatsiia upravlinnia ekonomichnoiu bezpekoiu pidpryiemstva [Text]: Monograph / O. M. Liashenko. – исслЕдованиЕ риска в дЕятЕльности высШиХ учЕБных Luhansk: SNU im. V. Dalia, 2011. – 400 p. ЗавЕдЕний в контЕкстЕ оБЕспЕчЕния иХ экономичЕской 16. Kozhenevski, L. Sekyuritologiya – nauka o bezopasnosti w zjed- БЕЗопасности noczonej europie [Electronic resource] / L. Kozhenevski. – Avail- able at: \www/URL: http://ua-ed.narod.ru/Kozhenyovski_L_-_ Проведен анализ понятия «риск», при этом учтено его Ednist_bezpeky_v_Evrosoyuzi.htm/ значение в контексте обеспечения экономической безопасности 17. Mochernoho, S. V. Ekonomichnyi slovnyk-dovidnyk [Text] / и надежности защиты интеллектуального капитала высших ed. by S. V. Mochernoho. – Kyiv: Femina, 1995. – 368 p. учебных заведений, перемещенных с временно оккупированных 18. Rudnichenko, Ye. M. Zahroza, ryzyk, nebezpeka: sutnist ta территорий. Рассмотрены экономические последствия от их vzaiemozviazok iz systemoiu ekonomichnoi bezpeky pidpryiem- перемещения путем анализа изменения рейтинговых позиций stva [Text] / Ye. M. Rudnichenko // Ekonomika Menedzh- этих ВУЗов за 2013–2017 годы со сравнением надежности ment Pidpryiemnytstvo. – 2013. – No. 25 (1). – P. 188–195. защиты инновационного и человеческого капитала. 19. «Top 200 Ukraina» 2017: Innovatsiinist i suspilna zatrebu - ключевые слова: высшие учебные заведения (ВУЗы), эко- vanist – holovni kryterii diialnosti [Electronic resource] // номическая безопасность ВУЗов, защита инновационного и Anews. – Available at: \www/URL: http://www.anews.com/ человеческого капитала. ua/p/74631312-top-200-ukrayina-2017-innovacijnist-i-sus- pilna-zatrebuvanist-holovni-kryteriyi-diyalnosti/ Kasych Alla, Doctor of Economic Sciences, Professor, Head of the 20. Intehralnyi pokaznyk diialnosti VNZ Ukrainy za rezultatamy Department of Management, Kyiv National University of Technolo- gies and Design, Ukraine, e-mail: [email protected], ORCID: vyznachennia reitynhiv universytetiv Ukrainy III, IV rivniv https://orcid.org/0000-0001-7019-1541 akredytatsii «Top-200 Ukraina» u 2014 rotsi [Electronic re- source] // HO Tsentr mizhnarodnykh proektiv «Yevroosvita». – Breus Svitlana, PhD, Associate Professor, Department of Business May 30, 2014. – Available at: \www/URL: http://www.euro- Economics, Kyiv National University of Technologies and Design, osvita.net/index.php/?category=1&id=3281 Ukraine, e-mail: [email protected], ORCID: http://orcid.org/0000- 21. Intehralnyi pokaznyk diialnosti VNZ Ukrainy za rezultatamy 0003-0624-0219 vyznachennia reitynhiv universytetiv Ukrainy III, IV rivniv akredytatsii «Top-200 Ukraina» u 2015 rotsi [Electronic re- Khaustova Yevheniia, PhD, Associate Professor, Department of source] // HO Tsentr mizhnarodnykh proektiv «Yevroosvita». – Accounting and Audit, Kyiv National University of Technologies Available at: \www/URL: http://www.euroosvita.net/index. and Design, Ukraine, e-mail: [email protected], ORCID: http:// php/?category=42&id=4068 orcid.org/0000-0003-1436-6137 UDC 339.138 : 663.25 (477) DOI: 10.15587/2312-8372.2017.119851 solodova o., researCH of faCtors tHat golubyonkova o. infLuenCe tHe trademarK poLicy of an enterprise Проведено дослідження класифікації торгових марок, уточнено поняття бренду та торгової марки. Розглянуто процес формування портфелю торгових марок на прикладі одного з провідних виробників алкогольної продукції – ТОВ «ПТК «Шабо» (с. Шабо, Одеська обл., Україна). Запро- поновано перелік чинників, які необхідно враховувати при прийнятті рішення щодо формування портфелю торгових марок. ключові слова: торгова марка, марочна політика, портфель торгових марок, виробники ал- когольної продукції. 1. introduction a large trademark portfolio. This issue is relevant due to the fact that during the period of active growth and In the current economic conditions, many international development of companies, many new trademarks were and local companies are faced with the issue of managing created. At the same time, to increase the competitiveness 34 Технологічний аудиТ Та резерви виробницТва — № 6/4(38), 2017, © Solodova O., Golubyonkova O. ISSN 2226-3780 Economics of EntErprisEs: Economics and managEmEnt of EntErprisE of companies, it is not enough to develop trademarks, it distribution of costs, monitoring of the company’s portfolio is necessary to learn how to form and effectively manage of brands are reviewed in [4]. Work [5] is devoted to a trademark portfolio. It should be noted that the analysis classification of promising and effective means of marketing of the portfolio of trademarks is much more complicated and branding (including visual, auditory, olfactory and than the traditional analysis of the business portfolio. This tactile). In work [6] practical recommendations on maxi- is due to the fact that management of the trademark is mization of profitableness of trademarks by giving to much broader and multi-faceted simple management of them signs of a premium brand are given. As success- the product category. ful trademarks have become major brands, where consu- In the face of tough competition, producers of alcoholic mers’ feelings are built on the success of the brand, which beverages should pay great attention to the formation of leads to a significant growth of the company considered a portfolio of trademarksof their products. The globalization in [7–10]. The importance of classification and proper of this market leads to the fact that the consumer must positioning of trademarks is discussed in [11, 12]. The make a choice among a large number of trademarks. On the influence of branding and its emotional component on other hand, wine is a specific commodity, not every consumer consumer loyalty is investigated in five countries: Aus- knows how to determine the level of quality, relying on tralia, Chile, Mexico, France and Portugal [13]. Based on their taste buds, recommendations of friends or consultants. a study of 20 Australian wine producers, the paper [14] Today, every manufacturer solves the problem of op- identifies the main attributes that must be inherent in timizing expenses on a daily basis, including expenses for an authentic brand. At the same time, it is stressed that marketing activities. One of the most effective methods in commercial profit is not the main factor. [15] shows the this case is the formation of an optimal trademark portfolio. results of a consumer survey (California, USA) from 2008 to 2016, the relevance of the brand is the main factor 2. the object of research in choosing a wine. and its technological audit However, which factors affect the trademark policy should still be investigated. Let’s note that the list of The object of research is the marketing activities of these factors depends on the product and in this study, alcohol producers in the field of trademark policy. attention is paid to alcoholic beverages. Trademark policy today is one of the key marketing issues. There are manufacturers who have only one or two 5. methods of research brands in their portfolio. For example, on family wine- making (Australia) Casella’s family produces wine of one To solve the tasks, the following methods are used: brand: Yellow Tail – Yellow tail and has sparkling red, analysis and synthesis, logical generalization, analogies, white wine and sangria in its portfolio, the entire assort- comparative comparison. ment consists of 23 items [1, 2]. This approach primarily reduces the problem of choice for the consumer. 6. research results While Ukrainian producers sometimes have more than ten brands in their portfolio. For example, the alcohol One of the elements of the marketing complex is a holding Global Spirits (Ukraine) produces seven product trademark and a brand. However, there is some confu- categories (vodka, tincture, quiet wine, sparkling wine, sion about their definition. In work [11] a trademark is cognac, brandy, vermouth) under 11 trademarks [3]. In this defined as «name, term, sign, design, emblem or combi- case, not identifying the manufacturer
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