Research object: the management of trademarks in the management of industrial enterprise; the purpose of the work: To develop methodological approaches and practical guidelines for managing trademarks light industries including life-cycle stages of the trade mark (EZHTSTM); research methods and instruments: morphological analysis, system analysis, logic synthesis techniques and synthesis, matrix methods and the method of expert estimates, the method of taxonomy and regression analysis, cluster, discriminant analysis, the method of analysis of hierarchies, a graphical method; heoretical and practical results: the content of the concept of "trademark", which is the difference conceived of it as a combination of two components: the trademark, which serves as identification of product attributes and external assets and trademarks, which appear as a result of certain administrative actions relative to branded goods, which allows to apply a functional approach to brand management, methodological support diagnosis of stage life cycle of the trademark ("development", "stabilization", "uhasannya"), which, unlike the existing ones, based on the development of typical conditions and results of determining the scale EZHTSTM to select the optimal strategy for further development of brand enterprises of light industry, synthesized approach to control the brand company that, unlike the existing ones, taking into account the theoretical position of the process, system, situational and substrate approaches and to determine the priority of management functions and components of brand depending on the stage of life cycle, classification brands by introducing additional theoretical features: depending on the stage of the lifecycle of the trade mark - mark on the stage of "implementation" mark on the stage of "development" mark on the stage of "stabilization" mark on the stage "uhasannya" that allows to develop and offer a range of managerial influences on brand depending on the phase its life cycle, a list of management principles trademarks of complement by group general - principles emerdzhentnosti, efficiency, expediency, and partly - the principle of legal security, the formation of customer loyalty, resistance to lack of communication support, compliance with quality goods and service level expectations and demands of consumers, increasing profitability and reduce risk, compliance with which will improve management decisions brand manager, methodical approach to evaluating brand, a distinction is to calculate indices of dominance and brand strength, and in establishing the relationship between them, allowing greater efficiency of Competitive analysis on enterprise; subject and degree of introduction: design implemented in practice ST "Textile industry", LLC "atom reservoir"; sphere of the use: Management trademarks on light manufacturing.
