БРЕНДИНГ ТА РЕПУТАЦІЙНИЙ МЕНЕДЖМЕНТ ЯК ІНСТРУМЕНТ ПОБУДОВИ ДОВІРИ ДО БРЕНДУ

Abstract

The relevance of the article is due to the need for companies not only to offer a quality product or service, but also to maintain a positive image in the face of growing competition. An analysis of recent publications has led to the conclusion that further research on the relationship between branding and reputation management is needed to improve the competitiveness of enterprises. It is determined that branding and reputation management are important components of a successful company development strategy. They help to create and maintain a positive image, attract and retain customers. This makes it possible to build long-term positive relationships between consumers and producers. The article discusses the main characteristics of reputation management and the stages of building brand trust. The article explores the concepts of branding and reputation management. The author examines the impact of branding and reputation management on business in terms of increasing consumer confidence and customer loyalty. It is proved that in today's fast-paced and increasingly competitive environment, effective brand and reputation management are key factors in achieving long-term success. The relationship between branding and reputation management is defined. The effective combination of branding and reputation management strategies of an enterprise is analyzed to create long-term and effective relationships with consumers. The key factors influencing the formation of trust in the company's brand are identified. In particular, it is found that branding not only determines the visual identity and positioning of a company in the market, but also reflects its values, culture and promises to consumers. The authors examine the impact of reputation management on ensuring a systematic approach to managing impressions and feedback about the company, which makes it possible to influence its perception by both consumers and partners. Proposals for effective tools to increase brand confidence have been developed. The considered stages of building brand trust make it possible to build an effective management strategy.