Бренд-орієнтоване управління проєктами: теоретичні основи та аспекти практичної реалізації

The article explores the essence of brand-oriented project management as an approach in which brand values, positioning and the «brand promise» are integrated into managerial decisions at all stages of the project life cycle alongside the traditional constraints of time, budget and quality. The key principles of brand-oriented project management are identified: value alignment, stakeholder orientation, reputational responsibility, and the integration of corporate culture. It is substantiated that brand-oriented project management is closely related to the concept of sustainable development. Within this approach, projects should comply with ESG principles, which imply responsible resource use, social responsibility, and transparency of managerial decisions. It is demonstrated that brand-oriented project management can be considered an instrument for ensuring strategic coherence between brand management, project activities, and the sustainable development goals of an enterprise. Under current conditions, this approach enables enterprises not only to implement projects effectively, but also to build long-term brand value, increase stakeholder trust, and ensure development resilience under uncertainty. The feasibility of combining the complementary brand methodologies Brand Key and Brand Ladder with Agile processes is substantiated, as this allows transforming brand strategy into measurable value hypotheses and a managed portfolio of project increments. The practical significance of the results lies in the possibility of applying the proposed model in the activities of enterprises to improve project performance, strengthen stakeholder trust, and increase brand equity in the context of wartime risks and post-war recovery.