Brand management as an adaptive tool of differentiation on consumer markets

The article examines the main issues of development of brand management at the market of ready frozen products (RFP). The authors highlight the major problems of modern consumer markets, examine different approaches to the definition of brand at the market under consideration. At the food market the differentiating elements of the brand allow manufacturers standing out in the sales area with regard to minimum investments. Assurance of the greatest efficiency of differentiation can be achieved by using of an adaptive model of brand management (developed by the authors) based on consumer preferences, as well as on the analysis of competitive proposals at the market. Use of the model of brand management and model of selection of tools of brand management allows companies having current portfolio of brands, as well as recommendations for each of the brands in the portfolio.

brand management, branding, food stuff, consumer preferences, integrated brand, state of the brand, tools of brand management, brand audit, differentiation, brand elements