Брендинг як дієвий механізм підвищення ефективності функціонування підприємств аграрної сфери

Abstract

У статті досліджено можливості застосування брендингу задля пришвид шення темпів розвитку аграрного господарства регіону. Проаналізовано роль та місце брендингу в системі діяльності підприємств аграрної сфери, визначено до цільність та практичну значущість застосування брендингу підприємствами аграрної сфери на прикладі Закарпатської області.

The article considers some aspects of branding as a means of increasing the level of efficiency of agricultural enterprises. Actualizing the issue of low efficiency of entrepre neurship in the agricultural sector, it is proposed to study and characterize the phenom enon of branding as a tool to increase the efficiency of agar enterprises on the example of the Transcarpathian region. At the same time, the essential features of substantiation of the expediency of branding in the agricultural sector are considered, the relationship between the formation of the branding environment and increasing the level of economic development of the agar region is outlined, the role and place of branding in the function ing of agricultural entities. This vector described the architecture of the brand from the standpoint of interpreting it as a unique socio-economic phenomenon, based on several special areas: value added, identity and emotional reaction of the buyer. The branding of agricultural enterprises was assessed using the SWOT-analysis methodology, which allows to demonstrate its key opportunities and threats. The place of the brand of the en terprise in the field of agrarian management among other types as an individual brand is singled out, thus the rules of its formation, partial adaptation and market promotion are formulated. The need for a comprehensive approach and detailed evaluation of the brand ing process in order to obtain the best economic and social results for both the individual enterprise and the agricultural sector of the region as a whole is emphasized. Key words: branding, product branding, regional development, efficiency, agrar ian sphere.