Mamonov K. Stakeholders Strategy of Brand Building Corporate Enterprises Value-Oriented Equity Management

The object of study: the process of formation and use of strategic brand management of capital construction corporate enterprises. Methods: analysis and synthesis of the domestic and foreign experience of existing regulations and approaches, theoretical and methodological bases on the formation and use of stakeholders value-oriented strategy for managing capital corporate brand building enterprises, system analysis, synthesis, classification, economic and financial analysis, Economics and Mathematics modeling, benchmarking, graphical analysis, peer review, and visual-spatial analysis, morphological analysis, matrix analysis, structural and logical analysis, experimental. Purpose: To study the theoretical and methodological and practical recommendations for the development and implementation of strategies stakeholders value-based money management brand building corporate enterprises. Justified stakeholders strategy value-oriented money management corporate brand building enterprises from the perspective of the synergetic paradigm, which is based on the approach by implementing integrated branding tools of strategic management of corporate reputation, corporate brand building enterprises and construction projects in the system of corporate governance. Definition of "building brand equity of corporate enterprises" the total value of assets in cash, tangible and intangible forms, which are the result of the formation and use of corporate brand building enterprises and construction projects and corporate reputation. Proposed development index of brand equity, which is seen as the result of criteria and to characterize the trends of brand equity, efficiency of use, taking into account the peculiarities of the construction of corporate enterprises. Scope of use: construction companies, university.