The dissertation is devoted to substantiation and development of theoretical bases, methodical maintenance, and practical recommendations on development of formation of strategy of a brand of the trading enterprises. The content of the concept of "brand strategy" is specified in the work; developed scientific and theoretical basis for managing the brand strategy of a commercial enterprise; a methodical approach to determining the level of digitalization of the brand strategy of a commercial enterprise has been developed; the mechanism of formation of the brand strategy of the trade enterprise is presented; developed the "DNA" of the brand of a commercial enterprise; provided risk management tools for the development of brand strategy of a trading company. The first section is devoted to clarifying the content of the concept of "brand strategy" and the development of scientific and theoretical principles of brand strategy management of commercial enterprises. The section improves the definition of brand strategy; increasing the value and competitiveness of a product or service; development of the trade enterprise as a whole; developed and improved scientific and theoretical principles of brand management of commercial enterprises. The second section is devoted to developing a methodological approach to determining the level of digitalization of the brand strategy of a commercial enterprise and market analysis of brand perception of commercial enterprises. As a result of the study, the assessment of the level of digitalization of the brand of commercial enterprises was improved in the form of an author's methodological approach. Both leading retailers and small retailers, but those that show positive growth dynamics, were selected to analyze the performance and effectiveness of the brand's strategy. The main indicators of activity of these trade enterprises are considered and described. It has been found that the most successful retailers choose digitalisation as the brand's leading strategy, as the high level of competition in the retail market will allow only those retailers who effectively implement digital technologies at all levels of the retail business to hold their ground. The paper analyzes the domestic and European markets over the past two years, which revealed important trends for retail. The main trends that will affect the development of retail in Cain have been identified. Particular attention is paid to the development of the All-Delivery economy, customer requirements for delivery services. The key trends in the future of e-commerce are highlighted. The third section is devoted to substantiating the mechanism of forming a brand strategy of a commercial enterprise; development of "DNA" of the brand of the trade enterprise; determination of organizational and methodological principles of risk management in the development of brand strategy of a commercial enterprise. The study provided a developed mechanism for developing a brand strategy of a commercial enterprise, which includes functionality that combines functions, approaches, models, principles, methods and tools, support, which includes regulatory support, economic resources, organizational structure, intangible assets and financial resources, as well as the process component of the following stages: strategy justification, strategy definition, strategy implementation and monitoring of strategy effectiveness, which allows to ensure the implementation of the brand strategy of the trading company taking into account the internal and external environment. The paper offers a conceptual vision of the process of forming the "DNA" of the trading company's brand, taking into account the requirements of sustainable development as a metasystemic factor for changing the paradigm of business development based on transformation of values, needs, desires and value orientations of public relations. As a combination of components of economic, social and environmental platforms, responding to external influences of behavioral factors caused by a hierarchy of values, needs, wishes and demand. The study developed organizational and methodological principles of risk management in the formation and implementation of the brand strategy of a commercial enterprise, which differs in clarifying the subject area of risk management, classification of risks, analysis, planning and response, monitoring and management. This mechanism will allow in the case of its implementation to effectively manage risks in the trading company. Scientific and practical provisions of the dissertation were used in the activities of the following enterprises: LLC "Krupy Ukrainy" (№ 25/12 from 18.08.2020); URSK LLC (№ 1217/3 from 14.07.2020). In the educational process of KhNEU. S. Kuznets during the teaching of disciplines: "International Marketing", "International Business Strategies of the Enterprise" (№ 21/86-29-72/1 from 06.04.2021).
