Abstract. The purpose of this article is defining the term of positioning, as well as creation and implementation of the success principles of the brand positioning strategies, discussed the process of creating a positional scheme. Methodology. Applied the principle of systems, comparative analysis, induction, deductive method and gnoseological analysis (analytical, synthesis, logical, comparison). Results from researching the principles of successful strategies for the development and positioning of a brand brought to the following conclusions: the brand positioning is a process of creating its own image, distinctive properties, positive associations and values in consumers' mind in order to create a sustainable trademark image and ensure consumers' attachment to this trademark. Development and implementation of the company strategy of positioning comprises nine basic stages: 1) analysis of the external and internal environment, goods analysis; 2) trademark design; 3) selection and reasoning of differential positioning features; 4) defining a strategy (positioning method description); 5) defining strategic and tactical targets, foresight for their achievement; 6) development of an implementation strategy plan; 7) strategy implementation; 8) the results evaluation and strategy implementation control; 9) corrective actions. Prospects for further research. More detailed analysis of the positioning concepts, the rationale for a systematic approach to positioning, their use in practice. Background. Marketing positioning presents an opportunity for the promotion of trademarks, market share expansion, sales increase. Value/originality. A positioning strategy is the paramount part of the general positioning concept. The brand success on the market depends largely on the quality of development and realization of the positioning strategy. Therefore, this issue is a key to developing an efficient positioning system. The rationale of the chosen subject has no contradictions because the brand positioning should be addressed not only as a marketing issue but an important general economic and even a social task for the company, the solution of which contributes to the goal of improving the quality of life for all its employees.
The modern market is characterized by ups and downs associated with both external negative influences and expectations, and with the structural restructuring of the market. The result of these transformations was the transformation of the methodological and practical foundations of the formation, functioning and development of marketing and advertising activities, the leading role among which is the development and management of the company's brand.The development and management of a brand, or the branding process in an enterprise should be strategic and holistic. The authors studied the theoretical basis for the development and promotion of a brand to the market and proposed directions for its improvement: an algorithm for creating a brand strategy and a comprehensive scheme for forming a strategy for the development and management of an enterprise brand. To assess the effectiveness of the brand management strategy, the authors proposed a system of indicators characterizing the process of brand development and management based on the BEES model, as well as a brand health diagram. The adequacy of the implementation of the proposed scheme for the formation of a strategy for the development and management of a brand of an enterprise is based on the fulfilment of specific requirements for an enterprise developing a brand, in particular, for the efficiency of the branding unit in its structure, forms and methods for assessing the rationality of management decisions, as well as for organizational and economic model of the enterprise in the market.
The scientific interest in the concept of coaching is subject to the fact that in the modern business environment, the coaching becomes an integral element of leadership development. Accordingly, the attention is focused on the best practice of coaching and there is a need for the distribution of coaching methodology in the educational activities of the educational institutions. The main goal of this study is to synthesize the international research materials on the concept of coaching as a leadership style and business education model, and the establishment of directions for the distribution of coaching methodology in the institutions of the higher education in general and business education. Our main contribution consists in a brief but simultaneously meaningful overview of the issues with the comparison of data from the international studies on the reliable sources. The processing and synthesis of the results was carried out in the focus of the establishment of localization areas and the definition of the conceptual directions of the change in the system of training. As a result, the conclusion is that the primary transformation of the educational environment will require the field of knowledge related to people, including business education, which is impossible without the awareness of the leaders of the educational institutions of the objectivity of these processes and the possibilities of obtaining certain advantages in the market of the educational services.
Modern trends in the economy's development are characterized by a significant influence of digital information technologies. Research of the digital economy as a separate industry, the determination of mutual influence with corporations, which are active participants and engines of the development of the digital economy, is becoming increasingly important. The spread of the concept of «digitalization» in society causes some confusion due to insufficient understanding of the essence of this concept and its difference with digital transformation, as well as their role in the digital economy. Digital transformation of corporate governance has its own specific features and characteristics associated with a large number of stakeholders and national characteristics of corporate governance.The article analyzes the functions of corporate governance at the enterprise. We determine the mechanism and the persons involved in the corporate governance process, focus on the peculiarities of corporate governance in the context of digital transformation of business, and outline the advantages and disadvantages of corporate governance digitalization. The stages for the implementation of digital technologies into the company’s corporate governance system are highlighted. The paper examines the features of corporate audit, assessment of systems, and the effectiveness of their interaction. The dilemma of using digital corporate governance complexes is considered: to buy a ready-to-use one or create own? Legal regulation of the functioning of electronic systems of corporate governance in the world’s leading companies is especially emphasized. The authors consider in detail the protection of corporate governance in the digital age and conclude about the possibility of corporate blackmail using digital technologies.
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