Communication brand strategies of trading networks of Ukraine




brand, strategies, communication brand strategies, types and means of marketing brand communications, retail trade chains


Background. The problems of forming brand communication strategies as effective tools for increasing competitiveness today attract more and more attention. In particular, there is a need for a theoretical generalization of the practice of developing brand communication strategies by the companies.
The formation of communication brand-strategies was investigated by K. Meniovych, D. Miller, M. Poplavsky, E. Romat, Y. Yanenko and others. However, the problem of analyzing the practice of creating and implementing communication brand-strategies by retail trade networks in Ukraine has not been solved.
The aim of the article is to develop a methodical approach to the analysis and systematization of existing communication brand strategies, the identification of typical strategies, their comparative characteristics and the development of recommendations for the choice of such strategies.
Materials and methods. Materials of scientific works (17 sources) are used. Methodsare applied: analysis and synthesis – to systematize scientific approaches to the definition of the essence of communication brand strategies; method of cluster analysis – to distinguish typical strategic brand communication models; logical method – when forming recommendations on the choice of communication brand strategies.
Results. The essence, significance and stages of development of communication brand-strategy, as well as brand-communication channels are considered. The methodical approach to the analysis and systematization of existing communication brand strategies is proposed. The main strategic models of brand communications of retail trade chains in Ukraine are outlined and their comparative characteristics are given.
Conclusion. Justification of the set of basic strategic models of brand communicationof retail trade chains creates the grounds for choosing the most suitable brands or for the development of unique communication brand strategies.


Author Biography

Olena LABURTSEVA, Kyiv National University of Trade and Economics

Doctor of Sciences (Economical), Professor, Professor at the Department of Marketing


Pustotin, V. S. (2018) Etapy pobudovy brend-strategii' [Stages of building a brand strategy]. Retrieved from [in Ukrainian].

Meniovich, K. (2019). Kommunikacionnaja strategija brenda [Brand communication strategy]. Marketing i reklama – Marketing and advertising, 3, 34-36 [in Russian].

Miller, D. (2017). Building a Story Brand: Clarify Your Message So Customers Will Listen. NY: HarperCollins Leadership [in English].

Poplavs'kij, M. M. (2018). Brend-komunіkacіja jak socіal'ne javishhe [Brand communication as a social phenomenon]. Ukraїns'kij іnformacіjnij prostіr – Ukrainian information space, 2, 47-58 [in Ukrainian].

Romat, E. V. (2016). Brend-marketingovye kommunikacii: ponjatie, celi i instrumenty [Brand-marketing communications: concept, goals and tools]. Marketing i reklama, 5, 16-23 [in Russian].

Shevchenko, O. L. (2012) Marketyngovi komunikacii' ta i'hnja rol' u procesah stvorennja brendu [Marketing communications and its role in branding processes]. Retrieved from [in Ukrainian].

Janenko, Ja. (2016). Suchasni brend-komunikacii': socializacijnyj aspekt [Modern brand communications: the socialization aspect]. Obraz, 4 (22), 97-102 [in Ukrainian].

Aaker, D. A. (2011). Building Strong Brands. NY: Free Press [in English].

Jellvud, A. (2002). Sto priemov jeffektivnogo brendinga [One hundred effective branding techniques]. Yu. N. Kapturevsky (Ed.). SPb.: Piter [in Russian].

Kapferer, J.-N. (2011). The New Strategic Brand Management: Adwanced Insights and Strategic Thinking. London: Kogan Page Limited [in English].

Klifton, R., & Simmonz, Dzh. et al. (2008). Brendy i brending [Brands & Branding]. (A. Izhorsky, Trans). Moscow: Olimp-Biznes [in Russian].

Stec, C. Brand Strategy 101: 7 Essentials for Strong Company Branding. Retrieved from [in English].

Brand Strategy. Amplimark: Marketing Amplified. Retrieved from [in English].

Sajt "Asociacija Ritejleriv Ukrai'ny" ["Ukrainian Retailers Association" Website]. Retrieved from [in Ukrainian].

Sallivan, M., & Jedkok, D. (2004). Marketing v roznichnoj torgovle [Retail Marketing]. L. L. Nikitina (Ed.). SPb.: Izdatel'skij dom "Neva" [in Russian].

Levchenko, Je. Pogljad z ekranu: jak ukrai'ns'ki ritejlery reklamuvalysja na TB v 2018 roci (infografika) [Screenshot: how Ukrainian retailers were advertised on TV in 2018 (infographic)]. Retrieved from [in Ukrainian].

Pidsumky I kvartalu v zovnishnij reklami: ritejlery skorotyly obsjag rozmishhen' [The results of I quarter in outdoor advertising: retailers have reduced the amount of placements]. Retrieved from [in Ukrainian].



How to Cite

LABURTSEVA О. (2019). Communication brand strategies of trading networks of Ukraine. "INTERNATIONAL·SCIENTIFIC-·PRACTICAL·JOURNAL·COMMODITIES·AND·MARKETS", 31(3), 15–28.