STRATEGIC APPROACHES TO THE DEVELOPMENT OF BRAND MANAGEMENT IN THE SERVICE SECTOR: THEORETICAL GUIDELINES AND PRACTICAL IMPLEMENTATION

Анотація

The article explores a comprehensive scientific and practical understanding of strategic approaches to the development of brand management in the service sector. The service sector is an important part of the national economy. The theoretical guidelines and contribution of leading scientists to the formation of the concept of brand management are analyzed, the evolution of the definitions of this concept and its meaning are traced. It is argued that brand management is a complex and multifaceted process that combines strategic planning, the use of marketing tools and the management of brand attributes in order to increase its value, form consumer loyalty and ensure long-term competitive advantages. The key features of the functioning and specifics of the service sector are established. The key features of the service sector include high dependence on demand and its seasonal fluctuations, the presence of both large and small market entities, the priority of professional and psychological training of personnel, as well as a significant territorial distribution of organizational units. The industry division of the service sector has been systematized and examples of leading Ukrainian brands that implement strategic approaches in their activities have been provided. The analysis of the industry division and examples of national brands has shown that the service sector in Ukraine is diverse and dynamic, covering key segments of the economy. Domestic brands are distinguished by innovation, high quality of service and orientation towards the development of customer experience, which increases their competitiveness in domestic and international markets and contributes to the development of the country's modern economic structure. Key strategic approaches to the development of brand management in the service sector have been considered, in particular, service differentiation, positioning, segmentation, digitalization of services and internal branding, which contribute to increasing brand value, consumer loyalty and the formation of competitive advantages. The results obtained confirm that the integration of brand management strategies into corporate practice contributes to increasing brand value, forming consumer loyalty and ensuring long-term competitive advantages.

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