Yatsentyuk S. Organizational and economic mechanism for creating and developing the brands for industrial enterprise's products

Theoretical and methodical issues in the field of building the organizational and economic mechanism for creating and developing the brands for products for industrial use are developed in the thesis. Evolution of the theoretical approaches to the creation of the brand as an economic category and an economic phenomenon was discovered. The peculiarities of the process of creation of the brands for industrial products were discov-ered. On the basis of the system-dynamic approach the mechanism for creating and de-veloping the brand grounded on the defined process of forming the owner brand capital, elaborated structure-logical model for crating and developing the brands, optimization of the enterprise's brand architecture with evaluation of the brand gap for increasing the company's value was substantiated. The methodic approaches to evaluation of the branding efficiency and forming the brand strategy in the B2B market were proposed; the required directions for transformation of the organizational management system in order to create and develop the brand in the market were discovered.