Національний бренд – фактор підвищення конкурентоспроможності підприємств індустрії гостинності

• Дата: 2023
• Автори: Савенко, І., Седікова, І.
• Формат: Стаття
• Мова: Ukrainian
• Опубліковано: Odesa National University of Technology 2023
• Онлайн доступ: //journals.ontu.edu.ua/index.php/fie/article/view/2678
• Назва журналу: Food Industry Economics

The article is devoted to the study of theoretical aspects of the competitiveness of national brands of the hospitality industry. The works of domestic and foreign scientists working in the field of national brand research have been analyzed, and the main differences in research areas have been revealed. The own vision of defining the term «national brand» as a set of distinctive and unique elements or characteristics that unify the country's perception in the international economic system and distinguish it from other countries  has been agreed upon. It has been revealed that the main features of branding in Ukraine today are: ease of creation and promotion of new products by consumers and low recognition of existing brands; the difficulty of forming a certain loyalty to the product among buyers; a significant number of counterfeit products and fraud; growing distrust of advertising; the use of national symbols, mentality and customs in advertising campaigns; a significant number of global brands. The most valuable brands in the restaurant industry in 2023 have been determined, which are: Starbucks, Texas Roadhouse, Jollibee and Greggs. The main problems of the Ukrainian hospitality industry have been systematized and summarized, and the ways to solve them have been named. It was noted that on July 1, 2022, the United Nations Educational, Scientific and Cultural Organization's specialized agency UNESCO, at the request of Ukraine, added the culture of Ukrainian borscht to the list of intangible cultural heritage. Four more Ukrainian elements have been included in UNESCO's list of intangible cultural heritage: Petrykiv painting, Dnipropetrovsk Cossack songs, Kosiv ceramics and Crimean Tatar ornament Ornek. It has been shown that one of the powerful ways of positioning are national food holidays. A study of the gastronomic calendar of the countries of the world, formed from national, international and worldwide days of culinary holidays, shows that it includes about 900 gastronomic holidays of almost all peoples of the world. Ukrainian cuisine is represented by two brands: Day of Borscht in Ukraine and Day of Ukrainian Lard. Taking into account the role of Ukrainian cuisine as a functional tool - providing the population with healthy food, as well as the development of domestic gastrotourism, the authors consider it necessary to start a brand - Ukrainian cuisine.