Удосконалення брендингу ритейл-бізнесу шляхом інтеграції української айдентики на прикладі тов «Сільпо-Фуд»

Abstract

The study highlights the integration of Ukrainian identity in retail branding as an effective tool for enhancing brand recognition and competitiveness. It explores the use of national motifs in the design of retail spaces, advertising communications, and packaging, both for private labels and products from other brands represented in the network. The research analyzes projects aimed at promoting Ukrainian cultural heritage through visual and marketing solutions. The impact of these strategies on consumer sentiment, brand trust, and loyalty formation is assessed. Directions for further development of branding are suggested, particularly through deeper collaboration with Ukrainian artists, expansion of thematic initiatives aimed at popularizing Ukrainian culture as a global cultural phenomenon in retail.