Система бренд-менеджменту підприємств fashion-індустрії

Abstract

У статті розглянуто поняття бренд-менеджменту у напрямах: наукових основ, корпоративного бренд-менеджменту та процесу управління брендом (брендингу). Розкрито сутність цих понять та їх основні відмінності. Наведено рекомендації щодо впровадження бренд-менеджменту на підприємствах, які функціонують у сфері fashion. Розроблено типові структури відділу бренд-менеджменту для підприємств легкої промисловості, виходячи зі специфіки бізнесу та необхідності застосування конкретних маркетингових інструментів в компаніях даного роду діяльності.

Aim of the article. The purpose of the article is to reveal the system of brand management implementation in fashion companies and to develop a plan to create a brand management department in such companies. Analysesresults.The style and basic principles of brand management should be based on the company's activities and technologies that should be used in brand management and communication strategy with the target audience. Based on this information, we have a functional structure for the implementation of brand management in the company, as well as areas of responsibility of the company's employees working in this area.Brand management is a comprehensive regular management of building and improving the brand, which is carried out at all stages of its development.To effectively manage a company's brand, it is necessary to determine the core value of a particular brand and broadcast it to the target audience. If a brand is a set of values and attributes, then branding is a specific step that a company takes to express its individuality. Branding is how a company manages the perception of a brand by consumers.Brand management can be considered in three directions:a) scientific basis -a system of scientific knowledge that includes the theoretical basis and methodological practice of the world's leading companies in the field of brand management and branding; b) corporate brand management -reflects the corporate vision of the company's mission, its culture and management style. An important area of corporate brand management is the development of corporate identification programs, which achieve the company's recognition in the market, provides a high level of consumer awareness of brands and develops customer loyalty; c) the process of brand management (branding) -aimed at developing the appropriate personality. Branding includes several basic areas, namely:organizational component (formation of a team, unit and consolidation of functions under the relevant management);market research;development of the brand concept;lanning of marketing programs for brand development;organization and marketing activities management.Based on the specifics of the scope of activities of companies engaged in fashion, and the functionality needed to implement brand management in this type of enterprise, recommendations were developed for the structure of the brand management department in companies and areas of responsibility of employees, their tasks and responsibilities. The flows and sources of information, the process of its processing and the mechanisms of interaction of responsible persons within the department responsible for the brand management process are considered.Conclusions and directions for further research. Drawing conclusions, we can say the following. Creating a strong brand and implementing brand management in the company is now a necessity for any company. And in order for brand management and its promotion on the market to be successful, the company must create an appropriate organizational structure based on the specific goals of the company and the tasks set before the brand. The formation of the structure of the brand management department of the organization directly depends on the scopeof the company, its scale, the characteristics of the target audience of the brand, the need for physical outlets or the company's focus on work in e-commerce.The article presents developments on the typical structuring of the brand management departmentat enterprises operating in the fashion industry. Depending on the factors listed above, the structure can be adapted to the needs of a company in this area. It should also be noted that with the development of technology and the emergence of new channelsof communication, such a structure will be constantly changing, adapting to modern realities.