Models for creating and managing a brand in a competitive environment
Bibliographic entry
Dudko, E. N. Models for creating and managing a brand in a competitive environment / E. N. Dudko // XII Международная научно-техническая конференция, посвященная 25-летию Международного института дистанционного образования «Информационные технологии в образовании, науке и производстве» : Минск, 19-20 ноября 2025 г. / сост.: М. А. Седнина, М. Г. Карасёва, Д. О. Савчук. – Минск : БНТУ, 2026. – С. 410-416.
Abstract
The article reveals the essence of a brand, which has transformed from a set of promotional tools intoa comprehensive subsystem of an organization's overall marketing system. Brand promotion models are analyzed in the context of their impact on an enterprise's competitiveness. It is demonstrated that in today's environment, branding serves as a strategic asset in ensuring competitiveness.