Стратегія розвитку підприємства та бренд-менеджмент

Abstract

У статті виявлено сутність понять "стратегія розвитку підприємства" та "бренд", обгрунтовано взаємозв'язок стратегічного розвитку підприємства та бренд-менеджменту. Визначено етапи бренд-менеджменту, як основи стратегії розвитку підприємства, до яких віднесено: формування марочного бачення та основних завдань бренд-менеджменту; створення портрету торгової марки; позиціонування бренду на ринку та у свідомості споживачів; розробка заходів просування бренду з застосуванням концепції інтегрованих маркетингових комунікацій; формування корпоративної культури, що підтримує реалізацію завдань бренд-менеджменту в стратегічному управлінні. Виявлено рівень бренд-менеджменту на ПрАТ "Оболонь" та його вплив на стратегічний розвиток підприємства. Проведено оцінку вартості бренду "Оболонь", з використанням методу надлишкового прибутку, а також її динаміку, зроблено висновок про ефективність бренд-менеджменту у стратегічному розвитку підприємства та окреслено напрями її підвищення. The article reveals the essence of the concepts of "enterprise development strategy" and "brand". The strategy of enterprise development implies a long-term comprehensive plan of targeted measures, the implementation of which ensures the development of the enterprise. The components of the enterprise development strategy include: goals, indicators, resources, measures, monitoring. Enterprise development implies a set of quantitative, qualitative and structural changes to the enterprise influenced by external and internal factors, resulting in maintaining its viability, increasing its own potential, increasing its flexibility and adaptability to economic conditions, and achieving and maintaining long-term competitive advantage. A brand is examined as an intangible asset of an enterprise, which is manifested in a system of values transmitted through a set of identification symbols united by a common meaning, which evokes positive associations among consumers and builds trust in the product and willingness to pay more for it, compared to similar products of competitors. The relationship between the strategic development of the enterprise and brand management is substantiated. Stages of brand management process as the basis of enterprise development strategy are defined and include the formation of brand vision and main tasks of brand management; creation of the portrait of a trademark; brand positioning both on the market and in the consumers' minds; developing the asset management strategy; formation of the corporate culture that supports strategic management. development of measures to promote the brand using the concept of integrated marketing communications; formation of corporate culture that supports the implementation of brand management tasks in strategic management. Based on the example of PJSC "Obolon", a study of practical implementation of the stages of brand management is conducted, the level of brand management in the company and its impact on strategic development are defined, as well as the value of the brand is calculated including indirect method and through goodwill, which on one hand, detected the worsening of positions compared to the competitors and, on the other hand, the availability of positive opportunities to increase the effectiveness of enterprise development strategy. In case when the brand mission, brand values, product mission, firm public stand and strong company reputation are defined and substantial capital is provided, it is recommended to PJSC "Obolon" to strengthen the fourth and the fifth stages of brand management to bring brand values and its positioning to customers' minds; to always stay in touch with target customers, focusing in particular on integrated marketing communications; to build and maintain company culture to ensure the implementation of brand management activities and the strategic business development.