BRAND MANAGEMENT OF VINE PRODUCTION ENTERPRISE IN THE CONDITIONS OF MARTIAL LAW

Abstract

The interpretation of the concept of "brand" by different authors was considered and the essence of "brand management" was defined. The traditional goals pursued by organizations in the process of brand management have been identified. As an element of scientific novelty, a new one was added to the goals, which is to preserve the brand under the extreme conditions of the war economy. The relationship of brand management with brand strategy, company strategy and its business system is demonstrated. The main evaluations of the effectiveness of brand management are defined. The effectiveness of the wine company's brand was analyzed, based on which the main goal of brand management of the company, whose main production facilities are located in a temporarily uncontrolled territory, was determined, and a potential way of achieving it in the conditions of martial law was proposed. Introduction. Today, modern enterprises both in Ukraine and around the world are increasingly actively developing their brand. The reason for this is that it is now necessary to pay considerable attention to communications with consumers, the creation of a positive image of the company and unique competitive advantages in order for the activities of the business organization to be effective and long-term. In Ukraine, the situation is complicated by military actions, because business organizations are trying not only to find ways of their long-term existence, but also the possibility of preserving the loyalty of their consumers. Given the perspective of this direction of research and its practical value, it is necessary to consider the process of brand management in more detail. Purpose. The purpose of the article is to study the process of brand management and its features in the conditions of martial law. Method (methodology). In the course of work, theoretical research methods are used, such as induction, deduction, analysis, synthesis, argumentation, system method and interpretation, as well as empirical research methods, in particular observation, comparison and generalization. Results. The work summarized the theoretical and methodological foundations of brand management, researched the process of brand management using the example of Knyazya Trubetskogo PRJSC, substantiated the need to preserve the brand in the conditions of martial law, based on which recommendations for improving brand management were developed. The purpose of the article is to generalize the main scientific and methodological approaches to defining the main concepts of brand management, defining the relationship between the brand and the strategy and business system of the enterprise, defining approaches to evaluating brand effectiveness and identifying the features of the brand management process of business organizations under martial law.