The role of the trademark in enterprise management

Alla Zlenko and Oksana Lutsyk
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Alla Zlenko: Hryhorii Skovoroda University in Pereiaslav
Oksana Lutsyk: Hryhorii Skovoroda University in Pereiaslav

University Economic Bulletin, 2022, issue 53, 72-75

Abstract: The purpose of the article is to study the importance of the trademark as one of the most important components of the overall marketing strategy of the development of a modern enterprise. Analysis of recent research and publications. Domestic authors recently come to consideration of the history and role of trademarks, however, the problem remains still relevant, as researchers considering certain periods of socio-economic development, the history of countries, cities and trade, practically do not study the evolution and history of the development of a trademark. Results of the article. In the scientific work, the functionality of the trademark and its influence on the management, in particular, of the enterprise, were investigated. The effective management of the system itself requires the creation of an algorithm for its functioning by trademarks of organizations that have a clearly defined sequence of actions. Conclusions. Trademark is determined as one of the intangible assets of a modern, which, due to its effective management, provides the enterprise with a huge list of competitive advantages.

Keywords: trademark; enterprise; branding policy; capital (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:aff:colart:y:2022:i:53:p:72-75

DOI: 10.31470/2306-546X-2022-53-72-75

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