BUSINESS INFORM JOURNAL.

УКР

ENG

Search:

REGISTRATION CERTIFICATE

KV #19905-9705 PR dated 02.04.2013.

FOUNDERS

RESEARCH CENTRE FOR INDUSTRIAL DEVELOPMENT PROBLEMS of NAS (KHARKIV, UKRAINE)

According to the decision No. 802 of the National Council of Television and Radio Broadcasting of Ukraine dated 14.03.2024, is registered as a subject in the field of print media.
ID R30-03156

PUBLISHER

Liburkina L. M.

SITE SECTIONS

Brand Management: Defining the Essence and Place in the System of Related Categories
Pidhurska V. O.

Pidhurska, Viktoriia O. (2021) “Brand Management: Defining the Essence and Place in the System of Related Categories.” Business Inform 7:242–247.
https://doi.org/10.32983/2222-4459-2021-7-242-247

Section: Management and Marketing

Article is written in Ukrainian
Downloads/views: 6

Download article (pdf) -

UDC 658.8:659.126]:005.21

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.

Keywords: brand, brand management, management of brand, branding, strategic management.

Fig.: 1. Tabl.: 1. Bibl.: 15.

Pidhurska Viktoriia O. – Postgraduate Student, Department of Marketing named after A. F. Pavlenko, Kyiv National Economic University named after Vadym Hetman (54/1 Beresteiskyi Ave., Kyiv, 03057, Ukraine)
Email: [email protected]

List of references in article

Ivashova, N. V. “Formuvannia brend-oriientovanoi systemy upravlinnia promyslovym pidpryiemstvom“ [Formation of Brand-Centric Industrial Enterprise Management]. Marketynh i menedzhment innovatsii. 2012. https://mmi.fem.sumdu.edu.ua/sites/default/files/mmi2012_4_280_288_0.pdf
Kotler, Ph., and Keller, K. L. A Framework for Marketing Management. Global Edition ; Pearson, 2015.
Faivishenko, D. S. “Stratehichne upravlinnia brendom na rynku mineralnoi vody“ [Strategic Brand Management in the Mineral Water Market]: avtoref. dys. … d-ra. ekon. nauk : 08.00.04, 2021.
Kapferer, Zh.-N. Brend navsegda: sozdaniye, razvitiye, podderzhka tsennosti brenda [Brand Forever: Creation, Development, Support of Brand Value]. Moscow: Vershina, 2007.
Krasnolobodtsev, A. A. “Osobennosti brend menedzhmenta na predpriyatii“ [Features of Brand Management at the Enterprise]. Vestnik TGU, no. 12 (2010): 440-444.
Pertsiya, V., and Mamleyeva, L. Anatomiya brenda [Brand Anatomy]. Moscow; St. Petersburg: Vershina, 2007.
Domnin, V. N., and Starov, S. A. “Evolyutsiya klyuchevykh kontseptsiy brend-menedzhmenta“ [Evolution of Key Concepts of Brand Management]. Vestnik SpbGU. Seriya «Menedzhment», vol. 16, no. 1 (2017): 5-32.
Rudaya, Ye. A. Osnovy brend-menedzhmenta [Fundamentals of Brand Management]. Moscow: Aspekt-Press, 2006.
Shedyakova, T. Ye. “Brend-menedzhment kak marker effektivnosti sovremennogo predpriyatiya“ [Brand Management as Efficiency Marker of Modern Enterprise]. Visnyk Kharkivskoho natsionalnoho universytetu imeni V. N. Karazina. Seriia «Mizhnarodni vidnosyny. Ekonomika. Krainoznavstvo. Turyzm», no. 6 (2017): 129-132.
Vdovichena, O. V. “Upravlinnia portfelem brendu v suchasnykh rynkovykh umovakh“ [Brand Portfolio Management in Modern Marketing Conditions]. Rehionalna ekonomika ta upravlinnia, no. 5 (2017): 23-28.
Faivishenko, D. S. Rynok mineralnoi vody: potentsial, konkurentsiia, upravlinnia brendom [Mineral Water Market: Potential, Competition, Brand Management]. Kyiv, 2020.
Ged, T. 4D Brending: vzlamyvaya korporativnyy kod setevoy ekonomiki [4D Branding: Breaking the Corporate Code of the Networked Economy]. St. Petersburg: Stokgolmskaya shkola ekonomiki v S.-Peterburge, 2003.
Larina, Ya. S., and Medvedkova, I. A. “Brendynh yak metod zabezpechennia konkurentospromozhnosti pidpryiemstva“ [Branding as a Factor of Ensuring the Competitiveness of Enterprises]. Sotsialno-ekonomichni problemy suchasnoho periodu Ukrainy. 2017. http://ird.gov.ua/sep/sep20171(123)/sep20171(123)_015_LarinaY,MedvedkovaI.pdf
Liubchuk, V. V. “Brend-menedzhment yak vyd upravlinskoi diialnosti“ [Brand-Management as a Type of Management Activity]. Sotsiolohichni studii, no. 1 (2020): 57-63. DOI: https://doi.org/10.29038/2306-3971-2020-01-57-63
Vereteno, A. A., and Studenikhina, V. V. “Mesto kompleksa marketinga v formirovanii brenda“ [The Place of the Marketing Complex in the Formation of the Brand]. Nauchnyye issledovaniya, no. 1 (2017): 31-35.

FOR AUTHORS

License Contract

Conditions of Publication

Article Requirements

Regulations on Peer-Reviewing

Publication Contract

Current Issue

Frequently asked questions

INFORMATION

The Plan of Scientific Conferences

OUR PARTNERS

Journal «The Problems of Economy»

The site and its metadata are licensed under CC BY-SA.

Write to webmaster