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

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.

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.

Trademarks of Six Transnational Corporations in 67 Countries CorporationThe total number of trademarks Brands that exist in 50 countries of the world (%) Local brands (only in one country) (%) Colgate1636 (4%)59 (36%) Kraft GF2386 (3%)104 (44%) Nestle56019 (4%)250 (45%) P&G21718 (8%)80 (37%) Quaker1432 (1%)55 (38%) Unilever47117 (4%)236 (50%) Total1,792

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

Structure of Export Supplies of JSC Obolon, CIS Russia Far Abroad

Trends in the consumption of beer production in 2013 (Belgorod and Voronezh region) 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

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

Budget of Bar Tender Campaign and BAR - TEAM Motivational Program Components of the budgetAmount, UAH Making corrections in software and website design Information support Recruitment costs Scratch cards83943 Stickers Creating and updating the database Gift certificates for participants Other expenses30220 Total

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

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