Oksana Piankova

PhD, Assoc. Prof.

Department of Management

National University of Food Technologies

FOOD AND BEVERAGE BRAND DEVELOPMENT: GLOBAL TRENDS AND DIRECTIONS FOR UKRAINE

Kyiv, Ukraine

E-mail: dahno76@rambler.ru

ABSTRACT. The article presents the results of research on the development of international and Ukrainian brands, and also analyzes food and beverages brands position in the Interbrand rankings and UkrBrand. Moreover, the research studies the dynamics of their value and the representation of world’s leading brands on the Ukrainian market in order to identify global trends and characteristics of development in Ukraine.

Received: November, 2013

1st Revision: December, 2013

Accepted: March, 2014

DOI:10.14254/2071-789X.2014/7-2/12

JEL Classification: L66, P2

Keywords: brand, brand valuation, rating, Interbrand, UkrBrand.