Diana Fayvishenko



Abstract. Today, in the highly competitive and volatile modern economy, the issues of strategic analysis and brand development are an indispensable part of improving the competitiveness of domestic enterprises.

The article substantiates the need for modeling the strategic brand management system, defines the relevance and importance of the study, presents the criteria for optimizing the functioning of the strategic brand management system based on the principles of system modeling.

Emphasis is placed on the principles of formation and functioning of the brand management system, the criteria of optimality of its work. To evaluate the performance of an object, they use a generalized quantification that characterizes the quality, effectiveness of management, and allows not only to perform a comparative evaluation of different modes of operation of the object, but also to choose an effective strategy.

The necessity and relevance in strategic brand management of the analysis of the influence of internal and external probable factors described by random functions of time, minimizing not only the functionality but also the risks are proved. It is concluded that the implementation of an effective strategy for managing the economic development of the enterprise is the search for optimal solutions, which will help not only to adapt and to overcome the influence of environmental factors.

Keywords: brand, brand management, strategic brand management, modeling

Повний текст:

107-111 PDF (English)


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