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INCREASE OF EFFICIENCY OF FOREIGN ECONOMIC ACTIVITY OF ENTERPRISES ON THE BASIS OF BRANDING

ALFRED NOBEL UNIVERSITY, DNIPROPETROVSK DEPARTMENT OF INTERNATIONAL ECONOMY AND ECONOMIC THEORY. INCREASE OF EFFICIENCY OF FOREIGN ECONOMIC ACTIVITY OF ENTERPRISES ON THE BASIS OF BRANDING. Maryna Kazakova Scientific supervision by Yu.Yu.Khvatov. OUTLINE.

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INCREASE OF EFFICIENCY OF FOREIGN ECONOMIC ACTIVITY OF ENTERPRISES ON THE BASIS OF BRANDING

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  1. ALFRED NOBEL UNIVERSITY, DNIPROPETROVSK DEPARTMENT OF INTERNATIONAL ECONOMY AND ECONOMIC THEORY INCREASE OF EFFICIENCY OF FOREIGN ECONOMIC ACTIVITY OF ENTERPRISES ON THE BASIS OF BRANDING MarynaKazakova Scientific supervision by Yu.Yu.Khvatov

  2. OUTLINE 1. The theoretical and methodological basis and world experience in the use of trademarks. 2. The role of trademarks in the foreign economic activity of an enterprise. 3. Ways of improving trademark management in the foreign economic activity of the enterprise on the basis of branding.

  3. Subject, Object, Objective and Tasks of Research The subject of the study is the features of brands in international business. The object of the study is the role of brand in foreing economic activity. The objective of the present study is to improve the efficiency of foreign economic activity on the basis of branding. To fulfill the objectives of the study the following tasks have been set and solved: • to research the theoretical perspective on the categories of "brand name" and "brand"; • to study foreign experience of developing and operating brands; • to define the features of trademark management under the conditions of economic activity; • to provide some general organizational and economic characteristics of the enterprise; • to analyze the range of products that the company exports to foreign markets; • to assess the impact of the brand on the export activities of the company; • to consider measures to improve the brand management system in foreign companies; • to assess cost-effectiveness of the branding measures for the improvement of the business’s foreign economic activity.

  4. Trademarks of Six Transnational Corporations in 67 Countries

  5. JSC Obolon Pyvovarnia Zyberta,subsidiary in Fastov, Kyiv region Plant in Alexandria, Kirovograd region Sevastopol pivobezalkogolnyi zavod Ltd The malting plant in Chemerovtsi, Khmelnitsk region Krasylivske, subsidiary in Khmelnytsk region JSC Bershad pyvcombinat Obolon Agro Ltd JSC Akhtyrka pyvovarnyi zavod Agrofirma named after V.D. Slobodyan, LLC JSC Dyatkivtsi, in Coloma, Ivano-Frankivsk region JSC Rokytnov sklianyi zavod, Rivne region Organizational Structure of JSC Obolon

  6. Structure of Export Supplies of JSC Obolon, 2010-2012 CIS Russia Far Abroad

  7. The level and dynamics of beer consumption Assessment of purchase direction dynamics of brand loyalty Dynamics of the index of brand promotion efficiency Index of competitive potential of the brand Trends in the consumption of beer production in 2013 (Belgorod and Voronezh region)

  8. Share of HoReCa in the Structure of Sales of TM Obolon Beer in Russia, %

  9. Budget of Bar Tender Campaign and BAR - TEAM Motivational Program

  10. Forecasted Performance of Bar Tender The number of HoReCa points The number of Obolon Premium kegs per point

  11. Thank you for your attention!

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