BRANDING AT INTERNET TRADE ENTERPRISES: TRENDS AND PREREQUISITES OF DEVELOPMENT

Based on a preliminary analysis of scientific works about brand management and marketing on the Internet, it has been established that the theme of online store brand managing is not disclosed for today. The first step towards disclosure is to understand trends of the e-commerce market. Also it is important to understand prerequisites of development the branding technology for retail e-commerce companies. With the purpose of further development of online enterprises brand management the article considers the tendencies of Internet distribution and the growth of e-commerce in Europe and Ukraine. There are presented results of the author's research about Ukrainian Internet buyers that demonstrate the importance of branding technology for retail e-commerce companies: priorities, criteria and ways of choosing online stores for making purchases are analyzed. The relevance reasoning of the brand-management for online stores is given.