UDC 339.13
Authors
T. P. Gorelova
Ph. D. in Economics, associate Professor,
Department of General and Customs
management, Moscow state University of
food production
Moscow, Russian Federation
S. I. Koroleva,
Doctor of Economics, Professor, Honored
Economist of the Russian Federation,
Professor of the Department of
Commerce and trade,
Synergy University,
Moscow, Russian Federation
Yu. A. Kosikova
Ph. D., associate Professor, Head of the
Department of General and Customs
management, Moscow State
University of food production
Moscow, Russian Federation
Abstract
Relevance. The subject area of the article is the problem of the catering market, which consists in a drop in
demand for services, increased competition, and reduced profitability. Typical problems arising in accordance
with the main trends of creating and promoting a brand in the catering market are formulated. The company’s
priority goals in the catering market are determined, which are to maintain market share, strengthen and protect
its positioning. The author argues for the need to create an integrated brand model. The priority tasks of
the catering company are specified: compliance with market trends, development of new directions, development
of an effective strategy of presence in the market.
Research methods. System-structural approach, content analysis, generalization.
Result. Brand competitiveness should be considered as the degree of its success. Brand success can be
achieved through two processes: a) brand management – the process of searching for or creating values for a
trade offer in order to differentiate the brand (under which the trade offer will exist); b) branding – the process
of maintaining and protecting the value of this brand. Just the same, the main branding tool is the concept of
marketing. Since any brand is the result of well-conducted marketing campaigns.
Conclusion. The problem of ensuring brand competitiveness must be considered from the point of view of
another category, namely, the trade offer. You must remember that the brand is part of the marketing mix, or
rather, part of promotion. When considering the issue of strengthening the brand’s competitiveness in the market,
it should be understood that the main thing is the trade offer itself, that is, the product or service that the consumer
considers as a potential purchase. The system of management of the sphere of education as an object of scientific
research is currently becoming particularly relevant. Education is understood as a purposeful process of education
and training in the interests of a person, society, and the state, accompanied by a statement of achievement
by a citizen (student) of the educational levels established by the state (educational qualifications). The right to
education is one of the basic and inalienable constitutional rights of citizens of the Russian Federation
Keywords
brand, commercial proposition, competitive advantage, competitiveness of the company.
