Economic Bulletin of the National Mining University

 

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Article

Issue:2026 №2 (94)
Section:Marketing
UDK:339.1
DOI:https://doi.org/10.33271/ebdut/94.196
Article language:Ukrainian
Pages:196-213
Title:Scientific and methodological approaches to the formation of state and commercial brands: the case of the «made in Ukraine» platform
Author:Zdoima A. D., Sumy State University
Annotation:Methods. The research results were obtained using general scientific methods of cognition, including the following: bibliometric analysis based on the PRISMA methodology – to systematize the scientific literature in the Scopus database on the topic of branding research; the comparative analysis method – to identify the principal differences between public and private commercial brands, the classification and systematization method – to develop a hierarchical model of brand components and a generalized list of methods for investigating branding policy, the case study method – to analyze the branding strategy of the economic platform «Made in Ukraine». Results. The study determined that the topic of public branding is significantly less explored in academic discourse compared to commercial branding: according to Scopus data for 2015–2024, the difference amounts to 2,366 publications in favor of private commercial brands. The principal differences between public and private commercial brands were systematized across five criteria: purpose of creation, target audience, market longevity, economic efficiency, and emotional perception. Using the «Made in Ukraine» platform as a case study, the distinctive features of the «umbrella» management system for a public brand were characterized. A generalized optimization table for selecting branding research methods based on brand ownership type was developed. Novelty. Based on the differentiation of public and private commercial brand characteristics, an algorithm for selecting relevant research instruments was proposed, encompassing qualitative, quantitative, and neuromarketing methods, as well as methods for analyzing symbolic capital, with their distribution determined by brand type. Practical value. The research findings may be utilized by marketing professionals when planning and conducting branding research for public and commercial entities, as well as by public administration bodies when developing and improving branding strategies within economic, social, and investment programs. The proposed methodological table enables the optimization of time and resources in selecting branding research instruments at a practical level. 
Keywords:Branding, Public brand, Commercial brand, Branding research, Brand research methodology, «Made in Ukraine», Neuromarketing, Bibliometric analysis, Branding policy, Umbrella brand, Symbolic capital
File of the article:EV20262_196-213.pdf
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