MODERN TRENDS AND FACTORS OF INFLUENCE ON BRANDING FORMATION

Modern Ukrainian enterprises operate in the conditions of dynamic market development and fierce competition between companies. The Ukrainian market is very diverse in trademarks in all sectors without exception. However, it is less than 3% that can be used as usual. The company deals with the brand very much as an advertising move. The relevance of the topic is substantiated by the use of branding in domestic enterprises with the creation and promotion of competitive goods in the international market. Ukrainian enterprises in the conditions of European integration have gained access to new markets, but in conditions of rapid transition to market relations, manufacturers do not have time to adapt their product to market criteria. Improper brand positioning leads to lower sales, and subsequently to the disappearance of the product from the market. The process of branding is influenced by internal and external factors. The need to create a brand is motivated by the achievement of this product — the highest possible search and the private market. Realize this goal, possibly to get the higher output that the market always needs. At the same time, the principles governing and managing the brands require that they exist and that they hold a leading position in the market. Branding is one of the most important components of marketing, as well as the creation and promotion of brands to form a long-term advantage. With the help of marketing and advertising technologies, branding fights not just for the consumer, but for his emotions, for his commitment to the product, for his soul and loyalty. Thanks to the right branding, the consumer will ultimately choose a specific product from a mass of similar ones. To date, Ukrainian enterprises are affected by globalization of business processes that affect the economic behavior of marketing entities. However, a large proportion of Ukrainian enterprises implement branding strategies without brand management. In order to reduce the negative risks of this phenomenon, it is necessary, using the experience of foreign companies, to increase highly qualified personnel and to reorganize the approach of enterprise management. The main tendencies and factors of influence on the example of light industry of Ukraine are considered in the work. The state of light industry enterprises of Ukraine is investigated. The modern trends of branding formation at domestic enterprises and the necessity of creating a brand at manufacturing enterprises are analyzed. The study revealed the main factors influencing the formation of branding in domestic enterprises of light industry in Ukraine. The result of the article was to propose an algorithm for developing and developing a strong brand.