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Brand Management Strategies as Components of Brand Management
Troian V. I., Braslavska A. S.

Troian, Vladyslava I., and Braslavska, Anna S. (2021) “Brand Management Strategies as Components of Brand Management.” Business Inform 11:446–451.
https://doi.org/10.32983/2222-4459-2021-11-446-451

Section: Management and Marketing

UDC 338.1

Abstract:
The article considers the concepts of brand, trademark, branding, specified by different authors from management positions; the brand management system and its main elements, initial data and brand functioning strategies are discussed. The variability of the business environment, the high level of competition dictates the need to find new opportunities to adapt entrepreneurial structures to the changes that are taking place. Among the main reasons that encourage companies to optimize business processes, one can allocated the need to reduce production costs; requirements made on the parts of consumers and the State; use of management programs; mergers of enterprises. Due to the significance of such an asset of an enterprise as a brand, its exceptional role in ensuring the competitiveness of the company the application of branding from the standpoint of business processes is an effective instrument that contributes to more efficient use of technologies. It is also one of the most effective marketing technologies that increase the competitiveness of the company, assist in the formation and maintenance of consumer demand and loyalty to the products of companies. The high need for marketing management of brands in the market is determined by their considerable range and intensity of goods turnover, the volume of purchases and maximum dependence on the preferences of the consumer. The dependence of the results of the company’s economic activity on brand management decisions for relatively new market segments appears to be especially high. Currently, companies partially implement brand management procedures such as the formation of brand identity, the construction of its architecture, the development of comprehensive brand promotion programs. At this, the problems of positioning the categories of goods, harmonization of brand management in the channels of movement of goods, taking into account the industry specification in brand management, remain essential.

Keywords: brand, trademark, branding, brand management, brand management goal, brand management principles, brand management strategy.

Fig.: 1. Bibl.: 14.

Troian Vladyslava I. – PhD, Senior Lecturer, Department of Management and Public Administration, O. M. Beketov National University of Urban Economy in Kharkiv (17 Marshala Bazhanova Str., Kharkіv, 61002, Ukraine)
Email: [email protected]
Braslavska Anna S. – Student, Educational and Scientific Institute of Economics and Management, O. M. Beketov National University of Urban Economy in Kharkiv (17 Marshala Bazhanova Str., Kharkіv, 61002, Ukraine)
Email: [email protected]

List of references in article

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Rozdolskaya, I. V., and Brezhneva, M. V. “Issledovaniye imidzha organizatsiy potrebitelskoy kooperatsii kak faktora effektivnoy ekonomicheskoy i sotsialnoy deyatelnosti“ [Research of the Image of Consumer Cooperation Organizations as a Factor of Effective Economic and Social Activity]. Ekonomika i predprinimatelstvo, no. 1 (2008): 45-52.
Rozdolskaya, I. V., and Klimenko, A. A. “Osnovnyye teoreticheskiye podkhody k poznaniyu sushchnosti brenda“ [The Main Theoretical Approaches to Understanding the Essence of the Brand]. Reputatsiologiya, no. 1 (2008): 13-20.
Rozdolskaya, I. V., and Ledovskaya, M. Ye. “Kontseptualnyy kontur innovatsionnykh napravleniy formirovaniya reputatsionnogo menedzhmenta subektov khozyaystvovaniya“ [Conceptual Outline of Innovative Directions of Forming the Reputation Management of Business Entities]. Vestnik Belgorodskogo universiteta kooperatsii, ekonomiki i prava, no. 1 (2012): 55-60.

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