OPPORTUNITIES FOR THE USE OF BRAND PORTFOLIO STRATEGIES OF ENTERPRISES OF THE SEWING AND KNITTING INDUSTRY

Abstract

The article examines the scientific and theoretical aspects of the development of branding activities of enterprises and the use of brand strategies. Specific aspects of the mechanisms of brand portfolio formation are based. The results of marketing research on the possibilities of using portfolio strategies of domestic and foreign brands of sewing and knitting industry enterprises are described. A brand portfolio matrix was created taking into account the competitiveness factors of local brands. Competitiveness management strategies are recommended based on the brand portfolio matrix of knitwear products.