Brand-oriented management: features and perspectives on ukrainian market

Abstract

The subject of research is a set of theoretical, methodological and applied principles of marketing support innovative adaptation of the brand of service industries enterprise. The aim is to develop the scientific and methodological foundations of brand-oriented management as a modern type of management innovation. Systematic, comparative and retrospective analyzes were applied during carrying out of research. The main attention is focused on the specifics of the practical application of innovative techniques and methods for building brand-oriented management. The modern conditions of doing business in the telecommunications industry in Ukraine and technical and technological features of enterprises from provision of communication services were taken into account. Research results have practical value to the enterprises of the telecommunications market. Practical recommendations on the use of innovative brand management company were developed. It was proved that the «soft» compete by building strategic alliances with manufacturers of consumer goods will contribute to strengthening the market position of the brand enterprises, expansion of commodity supply and, ultimately, strengthen market competitive position of the company. The complex of alternative measures for implementing the strategic partnership between enterprises of telecommunications industry in Ukraine was developed.

Keywords

• management
• enterprise
• strategy
• partnerships
• brand
• telecommunications