Abstract:

Brand management is one of the most important aspects of marketing strategy in and building competitive advantage of enterprises. Of key importance here is the development of a brand image, building brand recognition and creating positive associations among customers. Nowadays, in the era of ubiquitous competition and technological development, building a strong brand is becoming not only a challenge, but also a necessity for companies. A properly managed brand allows to achieve a competitive advantage, increase sales and increase revenues. At the same time, increasingly conscious consumers expect more from brands than just a product or service - they expect the values they represent and a transparent approach to business. Therefore, more and more companies are realizing its importance and investing in this area. At the same time, it is important to remember that brand management is a continuous process that requires constant monitoring of changes in the market environment and adaptation to new trends. Only in this way can you build a brand that will attract the attention of customers and gain their trust for years to come.