Бренд-менеджмент: визначення сутності та місця в системі пов’язаних категорій

Abstract

This article is aimed at analyzing and systematizing the existing approaches to determining the essence of brand management, as well as its place in the system of related categories of marketing. At that, within the terms of the set goal, the task is to reduce the «conceptual» load on the theoretical base in the marketing sphere by analyzing and structuring current categories, and not creating new ones. During the research, two tangent categories with brand management – «management of brand» and «branding» – were distinguished and their relationship with brand management was determined. Analyzing the theoretical positions of leading specialists in the sphere of marketing, opinions of foreign and domestic scientists, the presence of identifiable concepts of «brand of management» and «management of brand» was specified, which is not true. Management of brand is a component of brand management, which consists in systematic activity using existing and searching for new resources and brand positioning tools. A concise and logical scheme is proposed that reveals the essence of brand management and the main stages of its implementation in the context of this issue. The scheme also reveals the place of branding in the brand management system, namely: at the stages of brand creation and its development /modification. It is determined that brand management directly correlates with the strategy of the enterprise and affects its implementation. The brand development strategy should correspond to the philosophy of the enterprise, its mission and organizational and corporate culture. It is emphasized that brand management is one of the main directions in the strategic management of the enterprise, as it allows to capitalize the value of branded assets and increase its competitiveness. Prospects for further research in this direction are to study the features of modern brand management and tools for its effective implementation.