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 of the product in the mind of the consumer require timely implementation and the implementation of a brand management strategy. Mission development, vision, goal setting and strategic goals set the strategic vector for brand development as a whole. Topical is the disclosure of the concepts of “strategy”, “management”, the definition of the main areas of strategic management from the standpoint of brand approach.

Purpose. The main research methods are epistemological analysis (analytical, generalization, scientific abstraction, decomposition, logic, comparison), and the principle of systematic communication and development, which allowed us to reveal the main directions of brand formation and development.

Results. Today, strategic brand management is a platform to create in the planning of development, to support the brand in the long term, to make timely changes, and to make adjustments in the short term. It should be noted that the basic principles of the management system are based on the strategic management system.

At the same time, researchers are focusing on different tools to achieve strategic success, emphasizing the importance of overcoming the constraints of strategic management philosophies, applying the tools to the situation, and taking advantage of different concepts. Theoretical and methodological developments of strategic brand management are complementary and constantly expanding and improving, and today it is actual to speak about the integration approach.

The main idea behind the concept of the dynamic theory of strategic management is to focus on innovative solutions, knowledge management, network organization, dynamic capabilities and leadership. The main tasks of strategic management relate to strategic analysis, implementation, development and control over the implementation of enterprise strategies, but most importantly, adaptation to the business environment, timely transformation and adaptation to the latest requirements.

Conclusions. Analysis of theoretical and methodological concepts regarding strategic brand management, generalization of approaches to reveal the essence of the category of strategy and management gives the opportunity to draw conclusions about the multidisciplinary, multidimensional nature of the formation of the main directions of strategic brand management and requires further scientific and theoretical understanding.

Prospects for further research are theoretical and methodological provisions on the peculiarities of strategic brand management in the mineral water market, a list of perspective directions for the use of strategic resources, implementation and implementation of brand integration and e-strategies.

Keywords: brand, strategy; strategic management; paradigmа.

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