Формування бренд-архітектури виноробного підприємства

Abstract

У статті розглянуто питання щодо поняття бренд-архітектури, яка організовує і структурує портфель брендів, визначаючи роль брендів і природу відносин між ними і між різними контекстами ринку для виноробних підприємств. Установлено, що для виноробних підприємств важливо сфокусуватись на можливості отримати найбільший прибуток від існуючих брендів шляхом оптимізації процесу управління ними та розподілу ресурсів в межах існуючого портфеля брендів. Доведено, що для вітчизняних виноробних підприємств більш прийнятним є термін «парасолька брендингу», що сприяє розподілу цінності основної марки на значну кількість субмарок. Пропонуються можливі шляхи розвитку успішних брендів українських виноробних компаній через: лінійні розширення, інновації, трансформацію дистрибуції, репозиціонування, сучасні технології і засоби реклами або комунікацій, спрямовані на адаптацію цінності бренду до існуючих конкурентних умов. Ключові слова: бренд, торгова марка, брендинг, бренд-архітектура, виноробні підприємства, ринок винограду і вина, моделі побудови архітектури бренду.

The question of the concept of brand architecture that organizes and structures the portfolio of brands, defining the role of brands and the nature of the relationship between them and between different contexts of the market for winemaking enterprises is studied in the article. As an essential feature of winemaking enterprises is highlighted the fact that the wine industry is one of the most conservative ones, because its development is possible only when the traditions of winemaking are harmoniously combined with innovation. It is important to be oriented towards marketing approach, which, based on the analysis of consumer expectations, is the basis for determining the type of commercial supply in the form of goods or services. The results of marketing analysis are the basis of the formation of the brand (name) and branding (the process of "implanting" brand in the hearts and minds of the consumer). The use of branding technology has become a key to successful implementation of development strategy of winemaking enterprises. It has been found that recently the priorities of producers are changing, because the bet on the development, launching and aggressive promotion of new brands does not always bring the desired results. Therefore it is important for winemaking enterprises to focus on the possibility of getting the most profit from existing brands by optimizing management process and resource allocation within the existing portfolio of brands. The analysis has shown that the Ukrainian market of grapes and wine is at a standstill with the tendency to deterioration. It has been established that the classic western approach based on market segmentation and the parallel creation of a large number of brands is futile to Ukrainian winemakers because there is a problem of excessive amount of unrecognizable brands. Most wineries of Ukraine have one or two brands, only a few have more than that. So talking about a portfolio of brands and their management is an issue relevant only for a few companies in Ukraine. Not all trademarks of wine production are brands. Most of them are not recognizable to consumers. This, among other reasons, is due to the lack of funds for the promotion of the brand, because most domestic enterprises are experiencing a financial crisis. The results of the study have led to the conclusion that the promising area of brand creation is a combined use of product and corporate brands, when corporate brand associations are transferred to the goods. Therefore, according to the author, for domestic wineries the more appropriate term is "umbrella branding" when corporate trademarks act as an umbrella under which are hiding trademarks, which promotes the distribution of value of the main brand to a significant number of sub-brands that benefit both from the corporate brand and from the specific product of the enterprise - manufacturer and its mediators. Based on the findings there have been offered potential ways of successful development of brands for Ukrainian winemaking companies through linear expansion that will allow to consider new short-term market trends, new requests and to improve visualization of the brand (consideration of the brands of a city, region; cooperation in the field of wine tourism, etc.); innovations that can increase brand value for customers and improve brand differentiation (tangible and intangible benefits for the consumers, such as eco-brands); transformation of distribution that will give additional opportunities for making the brand more accessible to customers, wherever they may be; repositioning, modern technology and means of communication or advertising aimed at adapting existing brand values to existing competitive conditions. Keywords: brand, trademark, branding, brand architecture, winemaking enterprises, grape and wine market, models of forming brand architecture.