THEORETICAL AND METHODOLOGICAL FOUNDATIONS SUBSYSTEM BRAND MANAGEMENT AT THE ENTERPRISE

Abstract

Urgency of the research. The media market is the most dynamic market. Hence, there is a need for clear identification of one’s products and determination of one’s market standing. This requires studying the range of problems associated with building brands of television channels in the media market. Actual scientific researches and issues analysis. Domestic and foreign research workers addressing the issue of building brands, brand management and branding include such persons as D. Aaker [1], A. Bolshakov [2], V. Pertsіya [3], Y. Gordon [4], V. Korolko [5], T. Nilson [6], S. Pogodayev [9], Y. Romanenko [10] and others. Uninvestigated parts of general matters defining. The topicality of this problem in the media market stems from the fact that corporate employees act in this market as images of media brands, TV channels and the entire media holding company. The research objective. The primary research objective is to analyze the specifics of building a brand management subsystem at an enterprise and provide thereon practical recommendations on its successful operation. The statement of basic materials. A brand development management system (hereinafter referred to as BDMS) represents a collection of management entities, objects, tools and techniques, which, while interacting with one another, are intended to build and develop a strong brand [2, p. 203]. A distinction is made among the following main approaches to the concept of brand development management system: - Functional approach; - Entity-object approach; - Tiered approach; and - Territorial approach. It is our opinion that the functional approach is an all-in-one approach to the BDMS concept. The functional approach is one of the main approaches to brand management. Conclusions. So successful operation of the brand management system at an enterprise and successful fulfillment of branding and brand management tasks require a comprehensive approach covering planning, organization and control that are ensured by continuous information system support during all stages. Among the key approaches to the concept of brand development management system, the functional one is the most universal, in that managerial functions are universal and peculiar to any management system at any management level.