brand

This article explores entrepreneurial strategies in the food industry, highlighting the growing role of digital platforms, social media, and innovative technologies in shaping consumer behavior and business development. The study emphasizes how personalized marketing campaigns, data- driven promotion tools, and brand positioning practices affect consumer decision-making, influence purchasing motivation, and facilitate effective market segmentation.

In the context of a full-scale war, business in Ukraine faced challenges that required not only the adaptation of products and logistics, but also significant changes in the ways of communicating with consumers. Traditional marketing approaches focused on sales and promotion are becoming unacceptable or even harmful in the context of increased sensitivity of society to messages. Brands are forced to transform their messages: to communicate not only about the product, but also about values, solidarity, support for society and the army.

The article is devoted to the study of issues related to the peculiarities of the development and implementation of the strategy of the development of the brand of enterprises in the conditions of European integration. The article analyzes the constituent elements of brand management and defines the place and role of brand development strategy.

Marketing of enterprises is becoming an increasingly important component of their effective ac- tivities, however, with the development of technology, traditional ways of promoting goods are gradu- ally losing their effectiveness, because most people no longer trust advertising.

The article presents an overview of existing types of trademarks. In the article the classification of objects that can be registered as trademarks is presented. Author displays the approximate formula for calculating the cost of a trademark. The comparative analysis of trademarks in Ukraine and abroad is made.

In the article formulates goals and the need to formulate tourism brand city or country.
The essence of concepts “brand”; the essence of the concept of “city brand” and “brand ones”.
Characterizes the essence of the term “branding” and “branding the country”. Preconditions
of branding the country. The features of the national branding of the country. Listed goal ofa
tourism branding, namely, creating an attractive image of the country; promotion of culture
and history features, national mentality etc. country or city where tourism products