The purpose of the study is to develop theoretical, methodological provisions and practical recommendations for the creation and implementation of organizational and economic foundations for the formation and use of the brand, taking into account the peculiarities of the functioning of construction enterprises, to increase their investment attractiveness.
The scientific novelty of the obtained results is the following:
improved:
- definition of the concept of "brand of construction enterprises", a distinctive feature of which is the consideration of system symbols and functional, emotional, visual characteristics that create stakeholder unique and positive associations, which allows to ensure the growth of investment attractiveness, to apply modern economic and management tools, tools to make sound management decisions;
- factors of formation and use of the brand of construction enterprises on the basis of basic emotional, consumer, stakeholder, value, corporate, security, financial characteristics, which, unlike the existing ones, allows to develop and implement an approach to the integral evaluation of the brand and to develop its organizational and economic foundations using;
- information and analytical support for the evaluation of the formation and use of the brand of construction enterprises on the basis of accounting and financial reporting by determining factors, developing models and applying modern methods, which, unlike the existing ones, allows to evaluate the integral indicator of the formation and use of the brand for creation of economic basis and realization organizational directions of its management;
- methodical approach to the integral assessment of the formation and use of the brand of construction enterprises based on the definition of the integral indicator and the use of analytical, expert and method of hierarchy analysis by modeling indicators, which allows to form measures to increase the efficiency of brand formation and use;
have further developed:
- economic and mathematical modeling of brand formation and use by establishing a relationship between the integral indicator of brand formation and use and the general factor of investment attractiveness based on the use of the method of correlation-regression analysis, which, unlike the existing ones, allows to develop the directions of its growth for the development of construction enterprises;
- the scenario approach to the development of organizational and economic scheme of formation and use of the brand of construction enterprises based on the use of modern economic and management tools, which, unlike the existing ones, allowed to combine analytical, economic and organizational components of the brand and to create a system environment for increasing investment attractiveness.
