Управління брендами у забезпеченні конкурентоспроможності підприємств

Abstract

Розглянуто завдання, цілі ефективного управління брендом, визначено роль бренд-менеджменту у маркетинговому управлінні. Запропоновано етапи розробки та управління брендом у системі управління маркетинговою діяльністю підприємства. Проведено порівняння визначення “бренд”, подане різними фахівцями в сфері бренд- менеджменту. Обґрунтовано теоретичні аспекти формування ефективного бренду та його місце в стратегічному розвитку підприємства з врахуванням сучасних особ- ливостей введення бізнесу. Визначено етапи процесу розробки та управління брендом. Проаналізовано основні світові методики розробки ефективного бренду як засобу забезпечення конкурентоспроможності підприємств.Specialists of the branding industry believe that the success of consumer goods and services is based on the subjective benefits that are perceived by consumers. These advantages lie in the uniqueness of brands, the ability of buyers to identify brands when making purchases, while the functional value of the product may be in the second place. Topicality of the company’s brand name management, its promotion to the level of recognition, depends on the effective brand management, which in the perspective will provide sustainable competitive advantages of their own brands in the minds of domestic consumers. Based on various scientific approaches of economists, it is noted that realization of the competitive strategy of an enterprise, the role of marketing and the importance of branding tools is exceptional. In order to substantiate marketing strategies and brand management measures correctly, it is important to make a comprehensive market research in order to understand the situation on the market, the degree of brand cognition, positive and negative brand associations with the goods of the company which they represent to the market: The research examines the task, effective brand management goals, defines the role of brand management in marketing management. The stages of brand development and brand management in the system of management of marketing activity of the enterprise are offered. A comparison of brand definitions given by different vocabularies and brand management professionals show that the main argument that they are guided is the role of the brand in creating an unforgettable impression on the consumer. Taking into account the properties of the brand, the author concluded that the factors of the brand depend on the degree of cognition of the brand, the orientation and intensity of consumer`s opinion, feelings and associations, as well as the number of loyal consumers and the degree of customer loyalty to its brand and its values, and to be successful, brand management must consistently ensure the quality and satisfaction of consumers, present the difference from competitors, be relevant, individual, convenient and easily accessible to potential consumers, because a successful brand is the one that creates loyalty and devotion and provides the level of quality, trust, comfort, guarantees and attractiveness for which consumers are willing to pay. The theoretical aspects of forming an effective brand and its place in the strategic development of the enterprise, taking into account modern features of business introduction are substantiated. The stages of the brand development and management process are determined. The main world methods of developing an effective brand as a mean of ensuring the competitiveness of enterprises are analyzed. The results of the process of development and brand management take a variety of forms, and the main of them in most industries is the capital formed in the brand of companies, which arises when consumers are confident in the value of the trademark.