Nifatova O. Methodological foundations of branding development on integrated business structures

The thesis is devoted to the substantiation of theoretical, methodological and applied foundations of branding of integrated business structures in the national economy.The methodical approach to estimating the potential of the intellectual synergy of the integrated business structure is proposed. Based on the results of the evaluation it is proved that the potential of intellectual synergism is realized through the harmonious combination of the components of the intellectual potential of business units. The conceptual principles of the development of integrated business structures based on the branding approach are substantiated. It is shown that the creation of the corresponding institutional conditions is one of the most important tasks of forming a balanced organizational and economic basis for innovation-oriented development of the combined brands, since they should set certain parameters of its resistance to the current economic challenges and determine the innovative vector of the economy in the context of increasing its Competitiveness in the domestic and foreign markets.