Open access
Aug 2026
STRATEGIC ASPECTS OF BRANDING MANAGEMENT IN MODERN BUSINESS
In today's highly dynamic business environment, characterised by digital transformation, rapidly changing consumer behaviour, technological innovation, and intensified market competition, a brand has become one of the most valuable strategic assets of an enterprise. Effective brand management is no longer limited to ma...
D. Diachkov, I. Potapiuk, V. Ivashchenko
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