POSSIBILITIES OF USING THE BRAND PORTFOLIO STRATEGIES OF SEWING AND KNITTING INDUSTRY ENTERPRISES

The article explores the scientific and theoretical aspects of the development of branding activities of enterprises and the use of brand strategies. It is based on the specifics of the brand portfolio formation mechanisms. The results of marketing research on the use of portfolio strategies of domestic and foreign brands of enterprises of the garment industry are presented. A brand portfolio matrix has been developed taking into account the competitiveness factors of local brands. Competitiveness management strategies based on the brand portfolio matrix of garment products are proposed

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