Development of the company's brand management in the context of communication activity

The article considers approaches to the development of brand management of an enterprise in the context of communication activity. It is established that the main purpose of the practical application of brand management is to ensure the success of the enterprise, therefore it is necessary to develop a new management concept based on the formation of strategic thinking among managers, specialists of the enterprise and to revise its foundations in accordance with changes in communication activity. It is determined that a differentiated approach to the implementation of brand management is necessary for enterprises, which is due to the degree of brand development, the specifics of the enterprise, the degree of readiness for the implementation of brand management. It is proved that the purpose of the brand should include the formation of a mechanism for the interaction of the enterprise with consumers, the organization of long-term competitive advantages, ensuring the commitment of consumers, so that for a certain period the enterprise makes a profit and the trust of partners increases in it. It was found out that the main provisions of the brand management concept determine the strategic orientation of brand management, the globalization of brand management, the broad focus of brand use, the development of brand identity, the activity of the brand manager. It is established that the process of implementing brand management is accompanied by additional costs. It is determined that brand capital is an important economic result of brand management. At the same time, the peculiarity of the brand value assessment is its market nature, which implies taking into account the influence of time factors, risk, competition, market conditions, and the external environment.