Kovalchuk O. Development of brand management of enterprises

In the dissertation work the genesis and theoretical and practical provisions of formation and development of brand management of modern enterprises are investigated. Based on the study and generalization of foreign and domestic experience of various scientists and scientists, the essence of interpretations "brand", "brand management", "branding", "brand", "brand card", "brand management", "brand potential", "brand development", etc. A large number of definitions of the term "brand" allows us to conclude that there is no single interpretation. In our opinion, a brand should be understood as "an intangible asset of a company that forms unique values, aimed at improving business profitability and shaping the image of the company's future and its product, increasing business reputation and consumer loyalty and its recognition in society." The genesis of the formation of brand management concepts is studied and the author's understanding of the modern approach to its essence is offered, which is based on the importance of taking into account the strategic goals of the company and the principles of socially responsible business. The brand in the modern sense is a complex organism, a strategic tool of the company, so it needs a certain management system. In accordance with the objectives of management, the classification of types of brands was generalized on the basis of the combination. In the context of the implementation of brand management as a process, the author built a "brand map", which provides a sequence of stages from the brand platform to the formation of brand value and determine its strategic direction.