RATIONALE FOR USING INNOVATIVE TECHNOLOGIES TO IMPROVE THE BRAND IMAGE OF "MIVINA"

The article is devoted to the identification of possible ways to improve the brand image by applying innovative technologies in the market of noodles. The present position of trade mark "Mivina" image was analyzed. A special role in the article is devoted to the influence of innovative technologies on the image of a trademark. The attitude of the consumer towards the product as a whole, without reference to the trademark is determined. The basic directions of increase of competitiveness of production are determined. Effective examples of brand image enhancement have been explored. The influence of the trademark image on the total profit of the enterprise is analyzed. The ways of improving the brand image through the use of new technologies for the production of quick-cooked spaghetti are proposed. The proposed option can be one of the solutions for enterprises that produce fast-food products in a healthy lifestyle.