Branding in the activities of poultry products producers

Abstract

The brand is an effective tool for modern marketing communications. Specialists in branding distinguish two approaches to the brand – Anglo-American (Western approach) and Asian (Eastern approach). In practice, their combination is a European approach. It is necessary to distinguish between legal and marketing approaches to understanding the brand. From the legal point of view, the brand acquires its original meaning, it is a trademark that represents the manufacturer of the product and is subject to legal protection. In terms of marketing, the brand is information that is stored in the memory of consumers and causes the desire to buy goods with specific markings. Branding of unprocessed eggs and poultry in Ukraine began in 2001. The first to brand fresh poultry meat was OJSC «Myronivsky Hliboprodukt» (TM «Nasha Ryaba»). In advertising messages, emphasis was placed on the freshness and quality of products. It was a commodity propaganda of fresh chicken. In 2009, holding held rebranding. In the positioning of the products, the company refused the theme of freshness and concentrated on the idea of «natural products for a healthy life». Along with «Nasha Ryaba» legal registration and introduction of the national brand «Yasensvit» took place. These were the first packed eggs in individual packaging that appeared on the Ukrainian market. «Yasensvit» today is the most recognizable egg brand. Ukrainian poultry products producers use the European approach in the brand, using different trademarks for individual product lines. Over the past ten years, the cost of the most expensive poultry brands has grown more than 6 times. For ‎2014–2017, brand value declined slightly more than 30% due to the 2014 crisis, when holdings lost individual enterprises in captured areas and markets in Russia. Existing brands of poultry products today are positioned as a natural and environmentally friendly product, manufactured in compliance with all sanitary and hygienic standards, which at each stage of production and distribution are directly controlled by the manufacturer. They are not inherent in the pronounced values of the brand. Having some popularity in the media, they cause emotions of care, family, warmth, and more. All this in conjunction with the relevant quality parameters, other components of marketing activities ensures their effective functioning in the consumer market.