JEL Classification: М30, М31, L10. DOI: https://doi.org/10.31521/modecon.V17(2019)-37 Fayvishenko Diana, Ph.D (Economic), Associate Professor of the Department of Journalism and Advertising, Kyiv National University of Trade and Economics, Kyiv, Ukraine ORCID ID: 0000-0001-7880-9801 e-mail: fayvishenko.ds@gmail.com The Theoretical Basis of Strategic Brand Management Abstract. Introduction. High competitiveness, the use of the latest technologies, and increasing the value ofRead more