Brand management as efficiency marker of modern enterprise

• Main Author: Tetyana Shedyakova
• Format: Article
• Language: English
• Published: V. N. Karazin Kharkiv National University 2017-12-01
• Series: Вісник Харківського національного університету імені В.Н. Каразіна: Серія Міжнародні відносини, економіка, країнознавство, туризм
• Online Access: https://periodicals.karazin.ua/irtb/article/view/10016/9539

The article studies such a modern instrument of increase of market competitiveness of enterprise as a brand management is in the context of strategic development of modern enterprise; examines the theoretical and the methodological aspects of forming of scientific idea about this type of marketing activity, and also the possible variants of realization of this instrument in Ukrainian enterprises. The author reveals the internal enterprises brand mechanisms management and terms of their usage. Also in the article essence of term brand management is exposing and his constituents, and also the conceptual approach is offering for introduction of brand management in administrative activity.