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Liburkina L. M.

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Development of Brand Management of Enterprises in the Context of Digitalization
Balanovska T. I., Sotnyk V. V., Havrysh O. M.

Balanovska, Tetiana I., Sotnyk, Viktoriia V., and Havrysh, Oksana M. (2024) “Development of Brand Management of Enterprises in the Context of Digitalization.” Business Inform 9:405–411.
https://doi.org/10.32983/2222-4459-2024-9-405-411

Section: Management and Marketing

Article is written in Ukrainian
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UDC 658.8:338.004

Abstract:
The aim of the study is to substantiate the need for the development of brand management in the context of digitalization. The article considers in detail the concept of brand and brand management, which is aimed at the formation, which is aimed at the formation, appropriate support and further development of the brand in order to achieve strategic goals and implement long-term programs (creating and maintaining competitive advantages of the brand, positioning, increasing consumer loyalty and brand strength), which leads to an increase in the cost of brand capital. It is found that, in general, the use of brand management provides additional opportunities for business entities in their activities, in particular, it allows identifying production, forming a reliable and professional team, introducing a wide product range, achieving a high level of marginality, increasing consumer loyalty and taking measures to reduce customer churn. In addition, during the study, the stages of introducing brand management into the activities of the enterprise were allocated, namely, assessing the main trends in the consumer market; determining the goals that the company wants to achieve; search for the target audience and effective marketing tools; making tactical decisions that allow you to promote the brand; planning the activities of the enterprise taking into account the existing budget, all the necessary resources, the target audience and seasonality; implementation of measures aimed at implementing strategic and tactical tasks with a timeline for achieving goals and responsibilities, as well as timely monitoring of the effectiveness of the Internet brand promotion strategy. To assess the place of brand management in the practical activities of enterprises in the context of digitalization, the main trends in the development of e-commerce in Ukraine and the directions of its development were considered, in particular: introduction into the activities of enterprises with online purchases of voice shopping, the continuation of the sale of goods through social networks, the search for goods in live broadcast services using platforms such as YouTube, Twitch, Facebook Live and the sale of goods through influencers.

Keywords: brand, brand management, development, strategy, digitalization.

Fig.: 3. Bibl.: 17.

Balanovska Tetiana I. – Candidate of Sciences (Economics), Professor, Head of the Department, Department of Management named after Professor I. S. Zavadsky, National University of Life and Environmental Sciences of Ukraine (15 Heroiv Oborony Str., Kyiv, 03041, Ukraine)
Email: [email protected]
Sotnyk Viktoriia V. – Candidate of Sciences (Economics), Associate Professor, Department of Management named after Professor I. S. Zavadsky, National University of Life and Environmental Sciences of Ukraine (15 Heroiv Oborony Str., Kyiv, 03041, Ukraine)
Email: [email protected]
Havrysh Oksana M. – Candidate of Sciences (Economics), Associate Professor, Department of Management named after Professor I. S. Zavadsky, National University of Life and Environmental Sciences of Ukraine (15 Heroiv Oborony Str., Kyiv, 03041, Ukraine)
Email: [email protected]

List of references in article

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