Brand-Management as a Type of Management Activity




brand, branding, brand management paradigms, brand management models


The article is devoted to the problem of forming effective brand management as a type of management activity.

The concepts of "brand", "branding" are quite successfully entered into everyday use, and mainly focuses on the economic aspect of these concepts. But in modern conditions, the above concepts are relevant due to social factors.  If the economic aspect of brand management includes profit, the social aspect focuses on the formation of the image of the company or brand through the work or department of the company or all employees.

To form an effective brand management system, it is proposed to analyze the paradigms and models of brand management. Each of the paradigms has both positive and negative sides, but today it is important to combine only promising areas.

Each of them took into account the specifics of the external environment and the development of society. For the paradigm of the XX century is characterized, for example, the production and sale of products, while for the paradigm of the XXI century, the main thing is to form the image of the product, because competition is quite serious.

It is proposed to consider two models of brand management: western and eastern. The Western model focuses on the promotion of individual brands, while in the Eastern model the emphasis on the company is often associated with «choice». The considered models of brand management successfully function in economically developed countries. In particular, the Western model is most characteristic of North America and Western Europe, the Eastern model has become widespread in Southeast Asia. Globalization has affected in such a way that a mixed brand management system is popular today. By the way, it is also typical for Ukraine.

The fate of the formation of an effective brand management system is important to take into account various factors. Due to this, brand management will be successful for any company or organization.


Aaker, D. (2003). Brand leadership: a new concept of branding. Moscow : Publ. Grebennikov's House, 380 p.

Bakhaeva, T. L. (2015). Branding as a social system. Sociology and life. 4, 93-100.

Brand management: theory and practice (2015). Teaching. manual. Compiler : I. V. Strutynska. Ternopil : Print office, 204 p.

Kaznina, O. V. (2006). Global Brand Management. Retrieved June 10, 2020 from

Kotler, Ph. (2010). Marketing from A to Z. Moscow : Alpina Publisher, 211 p. DOI:

Kumber, S. (2003). Branding. Moscow : Publ. Williams House, 174 p.

Kuzmina, O.G. (2013). Social myths and legends in brand management. Brand Management in the XXI century: International Scientific Practically-oriented Conference for Students, Graduates, Post-graduate Students and Young Scientists. Moscow : MAKS Press, 165 p.

Liubchuk, V. (2018). The Modern City: Factors of Formation and Perspective Directions of Development. Sociological studios. 2 (13). 54-58. DOI: DOI:

Padafet, Y.G. (2005). Mechanisms of forming public institution’s image. Manuscript. Kharkiv : Kharkiv Regional Institute of Public Administration of the National Academy of Public Administration attached to the Office of the President of Ukraine. DOI:

Prykhodchenko, Y.V. (2011). Enterprise brand model in terms of marketing orientation. Innovative economy. 2, 169-174.

Rozhkov, I., Bahaeva, T. (2012). Sociological contours of branding. Social technologies: current issues of theory and practice. 55, 91-107.

Rozhkov, I. Y., Kismereshkin, V. G (2004). From branding to brand-building. Moscow : Gella-print, 319 p.

Salnikova, S. (2018). The Social Diagnostic of Lutsk City in the Framework of Creation of the Strategic Plan of its Development. Sociological studios. 1 (12). 42-51. DOI: DOI:

Soldatenko, I., Posylnyi, I. (2019). Mass Communication as a Tool for the Branding of the City. Sociological studios. 2 (15), 55-63. DOI: DOI: