Developer's branding management task formalization based on the theory of organizational systems management

In order to reduce the reputational risks of developers caused by the dissemination of customer reviews on the Internet, there is a need to formulate and solve the problem of managing the branding of developers, which can be considered in terms of the theory of management of organizational systems. It is proposed to use the level of protection of the developer's brand, formed as a result of measures to reduce the developer's reputational risks on the Internet, as a management parameter. The developer's profit is proposed as the target function, which is considered as the difference between the income received from the sale of residential real estate and costs, including the costs of paying agents working with customer reviews, the costs of activities related to negative customer reviews, and losses due to the refusal of some potential clients to purchase real estate from a given developer. Estimates of parameters influencing the developer's profit were made using the example of participants in the residential real estate market of the Perm Territory. To obtain these estimates, it is proposed to use information from open sources, in particular, reviews of developers collected on the Internet, average prices of 1 square meter of residential real estate, the average area of apartments sold by developers, the average market price of one call made by call centers and the conversion of such calls, as well as the share of work on complaints from the income received by developers. To approximate the dependencies of developers' income and expenses on the level of their brand protection, it was proposed to use quadratic functions. As a result, it was possible to analytically solve the problem of maximizing developers' profits and obtain results consistent with practice. The main conclusion is that the proposed model is adequate, and the possibility of using the level of brand protection as an indicator characterizing the reputational risks of developers is confirmed.