Managing the development of the enterprise brand

Abstract

In the qualification work, the justification of the theoretical and practical aspects of managing the development of the company's brand was carried out. The author defined the essence, role and purpose of the brand; the process of managing the company's brand is revealed and approaches to branding effectiveness evaluation are investigated. The second section of the qualification work provides a general description of the activities of PJSC "Opillia"; a study of the marketing environment of the enterprise was carried out and an analysis and evaluation of the brand management of PJSC "Opillya" was carried out. In the qualification work, measures to improve the management of brand development of PJSC "Opillya" are substantiated and their effectiveness is evaluated.