Metodology for assessing the effectiveness of brand management system in fashion industry

Abstract

Aim of the article. The method of evaluating the effectiveness of the implementation of the brand management system at the enterprises of the fashion industry is considered, taking into account the evaluation of the qualifications and efficiency of the employees at the enterprise, the evaluation of the effectiveness of marketing tools and brand management measures. The specificity of the organizational and methodical approach to brand management of light industry enterprises is determined. Criteria for assessing the efficiency of employees and methods of their evaluation have been developed. The relationship between the performance indicators of the implementation of brand management at the enterprise is shown. The level of influence of individual specialists on the achievement of brand management goals is calculated. The purpose of the article is to reveal the system of brand management implementation at enterprises working in the field of fashion, as well as to develop a recommendation for the formation of a brand management department in such companies. The results of the analyses. To evaluate the effectiveness of the implementation of the brand management system at the enterprise, the following directions were considered: 1) Evaluation of the performance of duties of each employee who participates in the implementation of brand management. 2) Evaluation of the effectiveness of marketing tools. 3) Overall effectiveness of all brand management measures. For an adequate assessment of the results of the implementation of brand management at the enterprise, it is important to measure indicators before the implementation of communication campaigns, otherwise it will be difficult to assess their effectiveness and impact on brand awareness. The use of a systematic approach to the analysis of the effectiveness of brand management is due to the impact of the actions of each individual employee on the achievement of the ultimate goals of the brand. Each of the goals of communications, marketing, and brand management is to a certain extent influenced by marketing directions and specialists involved in its implementation. Creating a strong brand with a wide loyal audience is a long-term and complex process that requires constant analysis of all actions aimed at interacting with consumers and conveying to them the values of the brand and its main attributes. Conclusions and directions for further research. The development of a strong brand depends not only on the implementation of brand management tools at the enterprise, but also on how their effectiveness will be controlled. When analyzing the implementation of a new system and new tools of marketing and branding, the main goal is to identify the strengths and weaknesses of the functioning of the brand management system, to identify the most effective tools and directions of work, which will allow the company to develop its brand on the market as quickly and efficiently as possible.