Theoretical and Methodological Approaches to Brand Assessment of Construction Enterprises

Abstract

професор, Харківський національний університет міського господарства імені О. М. Бекетова В. І. Троян, аспірант кафедри "Підприємництва та бізнес адміністрування", Харківський національний університет міського господарства імені О. М. Бекетова ТЕОРЕТИКО МЕТОДИЧНІ ПІДХОДИ ЩОДО ОЦІНЮВАННЯ БРЕНДУ БУДІВЕЛЬНИХ ПІДПРИЄМСТВ The practice of assessing brand management in construction in Ukraine is in a passive stage, but due to the entry into the Ukrainian market of foreign companies for which regular evaluation of their brand-the need for survival in a competitive environment, Ukrainian companies are beginning to pay more attention to the creation and formation of their competitive trading because of its high business image / rating. A modern toolkit based on appropriate approaches is used to form organizational and economic foundations. The article analyzes modern scientific approaches to assessing the economic potential of an enterprise, identifies the main trends and factors that affect the assessment of construction enterprises. The article is devoted to the study of theoretical and methodological assessments of branding of construction enterprises. The role and importance of innovation in ensuring the efficient operation of modern enterprises is emphasized. It is found that construction, especially innovative, is of great social importance and has a significant economic effect. The importance of determining the potential of innovative development of construction in general and construction enterprises in particular is substantiated. The purpose of this article is to systematically investigate the interpretation of the potential of innovative development of construction enterprises. The theoretical basis of the research is the scientific works of foreign and domestic scientists on the problems of identifying the essence of innovative development potential. A systematic study of the general characteristics of the construction company brand was conducted and the priority directions for choosing the development of the economic potential of the enterprises were determined. The necessity to understand the potential of the enterprise in the unity of all its elements, which are subject to the achievement of the overall goals of the enterprise, is substantiated. The weight of the component of the brand in the potential of the construction industry enterprises is substantiated. Some aspects of the development of theoretical and methodological approaches to the estimation of the intellectual capital of construction enterprises are formulated. Existing theoretical and methodological approaches to the brand assessment of construction enterprises are analyzed. Практика оцінювання бренд менеджменту у будівництві в Україні знаходиться на пасивній стадії, але завдяки виходу на український ринок іноземних компаній, для яких регулярна оцін ка свого бренду-необхідність для виживання в конкурентному середовищі, українські ком панії все більше уваги починають приділяти створенню і формуванню своїх конкурентоздат них торговельних марок за...

Key performance indicators of construction companies in branding products and construction projects for success in a competitive environment in Iran

“…, 2022; Awodele et al. , 2020; Mamonov and Troian, 2019; Radujković, 2010). Several factors contribute to this imperative, including “cultivating exclusivity in the production and delivery of unique services,” with an overall average impact of 5.045; “comprehending the needs and preferences of consumers and target markets,” with an overall moderate mark of 4.567; and “promoting innovation in services and products while avoiding imitation,” with an average overall effect of 2.994.…”

“…Based on the results, emphasizing quality and innovation is essential for creating a positive brand reputation (with a final weight and importance coefficient "w5 5 0.2"). Construction companies need to invest in research and development, adopt innovative technologies and sustainable methods, and continuously enhance their construction processes to evolve with customer demands and outperform competitors (Aslam et al, 2022;Awodele et al, 2020;Mamonov and Troian, 2019;Radujkovi� c, 2010). Several factors contribute to this imperative, including "cultivating exclusivity in the production and delivery of unique services," with an overall average impact of 5.045; "comprehending the needs and preferences of consumers and target markets," with an overall moderate mark of 4.567; and "promoting innovation in services and products while avoiding imitation," with an average overall effect of 2.994.…”

“…Shan et al (2020) found that factors such as "laborers with experience in conducting green building construction projects," "incentives/ subsidies provided by the government," and "support of senior management" were essential for small contractors. Mamonov and Troian (2019) concluded that innovation plays a pivotal role in enabling the efficient operation of modern enterprises. The study underscores the substantial social and economic influence of construction, particularly on innovative practices.…”

A Sectorial Validation and Application of a Conceptual Framework for Creating a Brand Management Strategy

“…This approach provides an accurate description of the functions and relationships among brand dimensions for each business scenario, proposing different alternatives for nurturing the brand management strategy. The trend in past research usually provided (1) a single-sided view of business scenarios regarding a set of arbitrary brand dimensions [20,21,47,48,50,51,54,55], or (2) a complete analysis of brand dimensions for a general business scenario [8,56].…”

“…In the literature, a brand as a risk reducer works when customers tend to repeat the transaction when satisfaction is experienced [46,47] and when used as a decision-making driver [48,49]. A brand can also be a risk increaser, depending on the materials used during construction [44].…”