Dyakova M. Brand management is a component of management of intellectual property of the enterprise.

Abstract

A thorough analysis of the views on the concept of brand management in the modern and foreign literature was given in the article.

It was proved that there are many concepts of brand management, but none of them takes into account such element as management and protection of intellectual property rights.

It was also proved that the lack of scientifically substantiated approach to the design and development of systems of management of the brand at the enterprise leads to the adoption in the priority of natural or highly specialized solutions which are in its essence can not have the necessary potential for development.

It was highlighted three hierarchical levels of management of protection of the brand: State level; the enterprise level; public level.

The scheme of stages of forming of the system of management of intellectual property at the enterprises was improved. It was improved by adding a phase called "the use of brand management and formation of the brand of the enterprise".

Also  was shown step by step scheme of formation of brand at the enterprise in view of intellectual property rights.

The author concluded that the complex system of management of brand and the use of brand management at the enterprises would increase the competitiveness of the goods and reach a new level of profit at the enterprise.