FEATURES OF USE OF TRADEMARKS IN THE COMMERCIAL ACTIVITY OF THE WHOLESALE AND RETAIL COMPANIES

Business of commerce is a developing are of domestic business. Taking into account the unstable conditions of legal and political system of the country, development of different strategies required for expansion of activity is a mandatory condition of business existence. Therefore the objectives of active use of intangible assets of trade companies, in particular the trademarks, is rather urgent for development of the commercial strategies. Such approach with strengthen market positions of the commercial company and will contribute to the consumers loyalty improvement. The article discusses and proposes a system for assessing customer loyalty by means of using by trading companies of their own brands, as well as analyzes the use of a trademark as an additional tool for financing the investment activities of trading companies, and proposes a system for assessing the effectiveness of using this tool. The author studies possible investment objects, their effectiveness from the point of view of the trading business in question, as well as an analysis of their risk and potentials for influencing the performance of domestic trading companies, reveals the need to use trademarks in the activities of trading companies. To assess the possibilities of further development of methods of financing investment activities of domestic trading companies, we analyzed current trends in development of financing investment activities of the world leaders at the trading market. In particular, it was concluded that all the companies that are the largest and most influential at the market have their own highly developed brand.

trademark, demand, loyalty, consumers, elasticity, financing, cost, quality, efficiency, trading business.

Ermolovskaya O. Yu. Features of use of trademarks in the commercial activity of the wholesale and retail companies. Business. Education. Law, 2019, no. 4, pp. 207–211. DOI: 10.25683/VOLBI.2019.49.461.