STRATEGIC BRAND MANAGEMENT AND ITS IMPORTANCE IN INNOVATION DEVELOPMENT
DOI:
https://doi.org/10.31891/mdes/2022-3-20Keywords:
brand management, innovative development, corporation, clientAbstract
The article presents the results of theoretical analysis of strategic brand management in the era of innovation. The brand management system is considered, which allows to react in time to changes in the external environment. It is proved that the allocation of the brand as an object of management determines the search for a better development strategy and the creation of sustainable competitive advantages of the enterprise. Understanding the brand of the corporation on the basis of an integrated approach allows you to identify the most important elements, which integrative interaction which forms the cost characteristics and market value. It is noted that in the current economic, political and social conditions of business development, companies are forced to look for new opportunities and ways to attract customers, increase profits, be competitive. Every year the number of new goods and services grows, more and more new companies with innovative ideas appear, which makes it harder for existing companies to compete and occupy their niche in the market. Strategic brand management allows you to solve the problem of winning competition in a globalized world, analyzing the market situation and applying unusual methods to attract the attention of consumers. High competitiveness, application of the latest technologies, increasing the importance of the product in the minds of consumers requires timely implementation and implementation of brand management strategy. Mission development, vision, goal setting and strategic objectives highlight the strategic vector of brand development as a whole. It is important to reveal the essence of the concepts of "strategy", "management", to determine the main directions of strategic management from the standpoint of the brand approach. The main research methods are epistemological analysis of the principle of systematic communication and development, which revealed the main directions of strategic brand management.
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