Branding of retail enterprises

Abstract

Branding is an integral part of the promotion and development of goods by retail trade enterprises (RTE). A comprehensive branding process is a key success factor, as it allows enterprises to identify themselves among compe­titors and attract a larger target audience. In this direction, it is important to substantiate the use of branding models aimed at increasing the competitiveness and RTE profitability. The aim of the article is to define the key concepts, the main components of branding, to substan­tiate the construction of a branding model and to characterize its elements. The following general scientific research methods were used such as analysis and synthesis, to present the main brand attributes; branding models and their characte­ristics; empirical, system and structural analysis and graphical display. The key concepts and basic branding principles have been defined, the main attributes (appearance of the product, its physical characteristics, brand name, logo, slogan, color scheme, fonts, character, music and sounds, related attributes) of the RTE brands have been analyzed. The process of choosing a positioning and its role in brand formation has been considered. The comparative characteristic of branding models has been presented, the main components, advantages and disadvantages of each model have been indicated. Based on the results, the author has developed his own model of RTE brand formation. The main advantages of using the developed model by the RTE and the main differences from other models have been indicated