Stamat Viktoriia, PhD (Economics), Associate Professor, Department of Management, Business and Administration, Mykolayiv National Agrarian University, Mykolaiv, Ukraine

ORCID: 0000-0001-5789-4023
e-mail: vmkolesnyk@ukr.net

Koval Yelyzaveta, Bachelor Student of Management Faculty, Mykolayiv National Agrarian University, Mykolaiv, Ukraine

ORCID: 0009-0006-2428-4783
e-mail: lizagorbach28@gmail.com

Identification of Laws and Paradoxes of Brand Management Development

Abstract. Introduction. Currently, a brand has ceased to be a mere commodity identifier, evolving to fulfill a strategically vital role in driving corporate development and establishing long-term market advantages. Consequently, understanding the interplay between the regularities and paradoxes of brand management amid the transformational shifts within the global economy is of paramount importance. Addressing this problem necessitates the emergence of novel brand management development models that account for the evolution of the brand’s role within an enterprise.

Purpose. The purpose of the article is to identify key patterns and paradoxes of brand management development, as well as to substantiate their interrelation as a basis for strategic brand management in the modern market environment. The study used general scientific research methods, including analysis, synthesis, generalization, systematization, as well as empirical research of international and Ukrainian brand websites.

Results. Six basic patterns of brand management development are systematized: brand integrity, differentiation, emotional attachment, dynamism and adaptability, trust and reputation, as well as synergy of internal and external image. The basic paradoxes of the functioning of modern brands are identified: stability versus change, mass versus individuality, rationality versus emotionality, globalization versus localization, transparency versus controllability. The study demonstrates that these contradictions do not dismantle the brand but rather serve as a source of its evolution and competitive advantage. A conceptual model illustrating the interaction between regularities and paradoxes is proposed. The manifestation of these paradoxes is analyzed using examples of international and Ukrainian brands (Pepsi, Nike, Apple, McDonald’s, Rozetka, Kyivstar) and practical management guidelines for working with them are formed.

Conclusions. The development of brand management is governed by a set of sustained regularities that cultivate long-term brand equity. At the same time, paradoxes do not undermine these regularities; rather, they reflect the maturity of the brand as a system and specify its development under complex conditions. Effective brand management lies in the capacity to strategically govern these contradictions, transforming the tension between opposites into a source of brand renewal, trust, and competitive advantage.

Keywords: brand, brand management, brand management, brand management patterns, brand management paradoxes, brand strategy, brand value.

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