{"id":4434,"date":"2021-03-11T19:34:34","date_gmt":"2021-03-11T17:34:34","guid":{"rendered":"http:\/\/journals.khnu.km.ua\/vestnik\/?p=4434"},"modified":"2021-03-12T09:54:47","modified_gmt":"2021-03-12T07:54:47","slug":"%d0%b1%d1%80%d0%b5%d0%bd%d0%b4-%d0%bc%d0%b5%d0%bd%d0%b5%d0%b4%d0%b6%d0%bc%d0%b5%d0%bd%d1%82-%d0%bf%d1%96%d0%b4%d0%bf%d1%80%d0%b8%d1%94%d0%bc%d1%81%d1%82%d0%b2%d0%b0-%d1%8f%d0%ba-%d1%84%d0%b0%d0%ba","status":"publish","type":"post","link":"https:\/\/journals.khnu.km.ua\/vestnik\/?p=4434","title":{"rendered":"\u0411\u0440\u0435\u043d\u0434-\u043c\u0435\u043d\u0435\u0434\u0436\u043c\u0435\u043d\u0442 \u043f\u0456\u0434\u043f\u0440\u0438\u0454\u043c\u0441\u0442\u0432\u0430 \u044f\u043a \u0444\u0430\u043a\u0442\u043e\u0440 \u0443\u0441\u043f\u0456\u0448\u043d\u043e\u0441\u0442\u0456 \u0456\u043d\u043d\u043e\u0432\u0430\u0446\u0456\u0439\u043d\u043e\u0457 \u0434\u0456\u044f\u043b\u044c\u043d\u043e\u0441\u0442\u0456"},"content":{"rendered":"

<\/p>\n

\u0411\u0420\u0415\u041d\u0414-\u041c\u0415\u041d\u0415\u0414\u0416\u041c\u0415\u041d\u0422 \u041f\u0406\u0414\u041f\u0420\u0418\u0404\u041c\u0421\u0422\u0412\u0410 \u042f\u041a \u0424\u0410\u041a\u0422\u041e\u0420 \u0423\u0421\u041f\u0406\u0428\u041d\u041e\u0421\u0422\u0406 \u0406\u041d\u041d\u041e\u0412\u0410\u0426\u0406\u0419\u041d\u041e\u0407 \u0414\u0406\u042f\u041b\u042c\u041d\u041e\u0421\u0422\u0406<\/p>\n

BRAND-MANAGEMENT OF THE ENTERPRISE AS A FACTOR OF SUCCESS OF INNOVATIVE ACTIVITY<\/p>\n

\"\"<\/a> \u0421\u0442\u043e\u0440\u0456\u043d\u043a\u0438: 18-21. \u041d\u043e\u043c\u0435\u0440: \u2116<\/strong>4, \u0422\u043e\u043c 2, 2020 (28<\/strong>4)<\/strong><\/p>\n

\u0410\u0432\u0442\u043e\u0440\u0438:<\/strong>
\n\u0413\u041e\u041d\u0427\u0410\u0420 \u041e. \u0406., \u0422\u0410\u0414\u0415\u0423\u0428 \u0422\u0420\u041e\u0426\u0418\u041a\u041e\u0412\u0421\u042c\u041a\u0418\u0419
\n\u0425\u043c\u0435\u043b\u044c\u043d\u0438\u0446\u044c\u043a\u0438\u0439 \u043d\u0430\u0446\u0456\u043e\u043d\u0430\u043b\u044c\u043d\u0438\u0439 \u0443\u043d\u0456\u0432\u0435\u0440\u0441\u0438\u0442\u0435\u0442<\/p>\n

GONCHAR \u041e., TADEUSZ TROCIKOWSKI
\nKhmelnytsky National University<\/p>\n

DOI<\/strong>:<\/strong>\u00a0https:\/\/www.doi.org\/10.31891\/2307-5740-2020-284-4(2)-3<\/a>
\n\u041d\u0430\u0434\u0456\u0439\u0448\u043b\u0430 \/ Paper received :<\/strong> 11.07.2020
\n\u041d\u0430\u0434\u0440\u0443\u043a\u043e\u0432\u0430\u043d\u0430 \/ Paper Printed :<\/strong> 28.09.2020<\/p>\n

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\n\u041a\u043b\u044e\u0447\u043e\u0432\u0456 \u0441\u043b\u043e\u0432\u0430:<\/strong> \u0431\u0440\u0435\u043d\u0434, \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433, \u0431\u0440\u0435\u043d\u0434-\u043c\u0435\u043d\u0435\u0434\u0436\u043c\u0435\u043d\u0442, \u0443\u043f\u0440\u0430\u0432\u043b\u0456\u043d\u043d\u044f \u043f\u0456\u0434\u043f\u0440\u0438\u0454\u043c\u0441\u0442\u0432\u043e\u043c, \u043f\u043b\u0430\u043d\u0443\u0432\u0430\u043d\u043d\u044f, \u0432\u0438\u0440\u043e\u0431\u043d\u0438\u0446\u0442\u0432\u043e, \u0456\u043d\u043d\u043e\u0432\u0430\u0446\u0456\u0457, \u0442\u043e\u0432\u0430\u0440, \u043f\u043e\u043f\u0438\u0442, \u0441\u043f\u043e\u0436\u0438\u0432\u0430\u0447\u0456, \u0440\u0435\u0437\u0443\u043b\u044c\u0442\u0430\u0442\u0438\u0432\u043d\u0456\u0441\u0442\u044c, \u043f\u0440\u0438\u0431\u0443\u0442\u043e\u043a, \u043a\u043e\u043d\u043a\u0443\u0440\u0435\u043d\u0442\u043e\u0441\u043f\u0440\u043e\u043c\u043e\u0436\u043d\u0456\u0441\u0442\u044c.<\/p>\n

\u0420\u043e\u0437\u0448\u0438\u0440\u0435\u043d\u0430 \u0430\u043d\u043e\u0442\u0430\u0446\u0456\u044f \u0430\u043d\u0433\u043b\u0456\u0439\u0441\u044c\u043a\u043e\u044e \u043c\u043e\u0432\u043e\u044e<\/strong><\/p>\n

In the current conditions of globalization changes in the international market and increasing competition, the struggle of producers for the consumer is intensifying. Increasing efforts are being made in the field of innovation, to develop innovative products that meet potential demand. Under such conditions, the use of brand management is an effective tool to increase business activity and competitiveness of the enterprise. Leading companies that lead the international market, the success of their business is largely due to the creation of a successful brand. Today, some Ukrainian companies, which in many respects lag behind their foreign counterparts, can already talk about the importance of using expansion tools that have been tested in practice in Western countries, including brand management.
\nPeculiarities and principles of effective brand management of enterprises, its role in ensuring the efficiency and competitiveness of enterprises in modern conditions are studied. It is concluded that for the success of brand management of a modern enterprise it is important to implement not only classical but also specific management principles. The main ones have been identified. The comparative characteristic of traditional marketing and brand-oriented approaches to enterprise management is carried out.
\nThe actual scientific and practical task of further development of theoretical provisions and methodological support for the formation and effectiveness of the brand is highlighted.
\nIt is stated that in the mechanism of brand-oriented management of the enterprise the central place belongs directly to the development and promotion of the brand, coordination of its impact on the marketing complex and on the market activity of the enterprise.
\nKeywords:<\/strong> brand, marketing, brand management, enterprise management, planning, production, innovation, product, demand, consumers, efficiency, profit, competitiveness.<\/p>\n

References<\/strong><\/p>\n

    \n
  1. Chernatony L. de, DallOlmo R.F. (1998). \u201c Defining \u201cbrand\u201d: beyond the literature with experts interpretations\u201d. Journal of marketing Management, Vol. 14(5), pp. 417-443.<\/li>\n
  2. Keller L.L. (1998). Strategic Brand management. Prentice Hall, NY.<\/li>\n
  3. Kapferer Zh,-N Brend navsehda: sozdanye, razvytye, podderzhka tsennosty brenda. – 3-e yzd. – M.: Vershyna, 2006. \u2013 448s.<\/li>\n
  4. Doil P. Marketynh, oryentyrovann\u044bi na stoymost. – Spb.: Pyter, 2001. – 480 s.<\/li>\n
  5. Kendiukhov O.V. Efektyvnist marketynhovykh komunikatsii u brendynhu \/ O.V. Kendiukhov, O.Iu.Boienko \/\/ Naukovi pratsi Donetskoho natsionalnoho tekhnichnoho universytetu. \u2013 2008. \u2013 \u2116 35 (149). \u2013 S. 70 \u201375.<\/li>\n
  6. Face PR-ahentstvo. Prodvyzhenye brenda. Www.faceagency.com. [\u0415lektronnii resurs]. URL: http:\/\/www.faceagency.com.ua\/prodvizhenie-brenda\/ ( data obrashchenyia: 15.02.2020).<\/li>\n<\/ol>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[37],"tags":[],"_links":{"self":[{"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=\/wp\/v2\/posts\/4434"}],"collection":[{"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=4434"}],"version-history":[{"count":3,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=\/wp\/v2\/posts\/4434\/revisions"}],"predecessor-version":[{"id":4445,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=\/wp\/v2\/posts\/4434\/revisions\/4445"}],"wp:attachment":[{"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=4434"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=4434"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=4434"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}