Creating a competitive advantage of products through design solutions and protection of intellectual property

In today's economy, design is increasingly becoming a key factor in developing business models and launching innovative products to market. Design is relevant for both tangible and intangible products, serving as a means of communication between consumers and products. The scope of application of design is constantly expanding, and global trends in the implementation of design principles in enterprises show a positive impact on economic growth. The purpose of the research is to systematize knowledge about methods of implementation and commercialization of design innovations at enterprises and organizations in Belarus, with the goal to enhance the competitiveness of manufactured products. The article proves the influence of design on the competitiveness of products, the organization of processes and communications in enterprises. It provides an analysis of the types of design developments at the stages of the product life cycle and considers organizational options for integrating design into the design activities of enterprises. The importance of design in assessing the competitiveness of goods and services necessitates the consideration of intellectual property protection for design solutions. The article analyzes methods for protecting and transferring intellectual property rights, thereby expanding the possibilities of interaction between organizations and the design community. In conclusion, the article proposes measures that will contribute to the acceleration and development of design - related communications, the implementation of new design developments, and material and moral stimulation of the activities of designers.