Makhnusha S. Management of trade mark as an intellectual asset of industrial enterprise

The object: processes of trade mark as industrial enterprise intellectual asset creation and management of development. The purpose: improvement of existing and development of new theoretic-methodical approaches to trade mark management, directed on strengthening of its competitive advantages in conditions of information economy formation. Methods of research: system-structural, comparative and statistical analyses, logic generalizations method, economic-mathematical modelling. Novelty: for the first time the theoretic-methodical approach to trade mark as intellectual asset potential and its parameters estimation is developed; classification of trade marks and a mode of price strategy choice is advanced; the further development received a category of “trade mark potential”, and the methodical approach to trade mark risks estimation, and theoretic-methodical approaches to trade mark management. The subject and level of integration: theoretic-methodical approaches, principles and methods of trade mark asan industrial enterprise intellectual asset management. Recommendations are introduced. Sphere (branch): economy and management of enterprise.