The purpose of the article is to determine the organizational basis for the formation and use of the construction enterprises brand on the scenario approach, which made it possible to build an organizational and economic scheme. The necessity of creating the organizational basis for the formation and use of the construction enterprises brand to ensure interaction with stakeholders is proved. The organizational basis for the formation and use of the brand of construction enterprises, based on the results of an integrated assessment under its components is determined. An important direction in the development of organizational measures of particular importance is the establishment of a causal relationship between the integral indicator of the brand formation and use and the system factor characterizing the capabilities of construction enterprises and the effectiveness of their activities (an integral indicator of investment attractiveness). To establish a causal relationship, the method of economic and mathematical modelling is used. To determine the level of the investment attractiveness systemic factor, its forecasting using model and coefficient of determination, based on the established causal relationship between the integral indicator of the brand formation and use and the systemic factor of investment attractiveness was performed. The results of establishing a causal relationship between the integral indicator of brand formation and use and the systemic factor of investment attractiveness are presented. The organizational measures for the formation and use of the brand of construction enterprises are proposed. The crisis, stagnation and development scenarios depending on the values of the integral indicator of the formation and use of the construction enterprise brand and the systemic factor of investment attractiveness were proposed.
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