BRAND VALUE ON THE UKRAINIAN DAIRY MARKET: INNOVATIVE ASSESSMENT METHODOLOGY AND DEVELOPMENT OF MARKETING STRATEGIES

Abstract

The article explores the conceptual foundations of building an effec-
tive brand. The BAV model is considered as a modern practical ap-
proach to brand valuation, its four key components are described. The
methodology of the Interbrand company and its elements are studied.
A model of dependence of brand value on loyalty and recognition
indicators is proposed. Indicators that reflect the complex nature of
loyalty and recognition indicators are defined. The author’s method-
ological approach to assessing brand value is described, which in-
volves conducting a survey of representatives of the target audience
of the studied brands, forming a database for brand evaluation, calcu-
lating the values of partial indicators, calculating the integral indica-
tor of loyalty/recognition. The quantitative criteria for selecting brand
strategies in the matrix «Loyalty-recognition (L/R)» are determined.
Depending on the values of the integrated indicators - loyalty and
recognition - the matrix «L/R» is proposed, which allows to choose
marketing strategies for brand development. The following marketing
strategies are proposed in the matrix: expanding awareness, building a
brand, preserving and protecting brand positions, and building loyalty.
The key elements of the proposed marketing strategies are described.
The article conducts a thorough analysis of the Ukrainian dairy mar-
ket, identifies its problems and prospects. The results of surveys to
determine loyalty/recognition for the most famous dairy brands in
Ukraine are presented. A matrix «L/R» has been built for them. Ap-
propriate marketing strategies for dairy brands are proposed with ba-
sic recommendations for their development.