Оцінка впливу стратегічного управління розвитком бренду на ефективність використання виробничих ресурсів

The object of research is the processes of brand development management at manufacturing enterprises, which are considered as a component of their strategic functioning. The research is aimed at identifying the main concept of branding processes, in particular in the focus of the strategic development of manufacturing enterprises. Since the current problem is the search for ways to increase the use of the brand to improve production efficiency. The empirical research consisted of a questionnaire, interviews, and case and correlation analysis methods. The comprehensive research made it possible to trace that in the process of integrating the brand strategy into the general concept of enterprise development, it was possible to increase the efficiency of attracting material and labor resources. Thus, according to the survey, about 70% of respondents believe that strategic brand management should be considered as one of the key aspects of production stability. Correlation analysis also confirmed the strong relationship between the level of investment in branding of the enterprise and indicators of labor productivity growth (coefficient 0.81). Such results can be explained from the point of view of not only the communication, but also the integration function of production branding. It contributes to the creation of a unified system of values, increases the level of motivation of personnel, and also stimulates the development of an innovative culture. Martial law in Ukraine has exacerbated the manifestations of the influence of enterprises on society: the brand has become the embodiment of trust from partners and consumers. This allows companies to maintain a high level of competitiveness despite socio-economic and political instability. The results obtained can be applied in practice in the context of developing brand management concepts and principles of production policy of individual enterprises. In addition, the analyzed data can be involved in the process of developing integrated management models, which is a symbiosis of branding and digital transformation policy.