The purpose of the research consists of the research on the development branding activities in the food industry in modern period. In addition, the factors causing improvement of branding activates and their feature are analyzed for this purpose. Approaches to problems of improvement of a branding activates in the conditions of modern tendencies are considered.

The methodology of the research is the system and comparative analysis of definition of methodological approaches and ways on current problems and the prospects of improvement of branding activities in the conditions of modern tendencies, and author's approaches.

The practical importance of the research results and material of a research can be used in the solution of current problems of improvement of branding activities in the conditions of modern tendencies challenges, in preparation of the concept and strategy, complex actions, state programs.

The results of the research – conceptual approaches, recommendations and offers on current problems and the prospects of improvement of branding activities in the food industry in the conditions of modern tendencies are prepared.

The originality and scientific novelty of the research – branding has been a topic for less scientific researches, but improvement dicetions of branding has not been a topic for any researches. The things considered by this article consists of improvement directions of branding and certain strategies. Mentioned things was fundamentally researched and their essence has been revealed, main thoughts and considerations have been based on the author's position and real practice of the companies operating in the food industry of the country.

Keywords: food industry, branding, customer, consumer, producers, marketing, customer choice.