Jian Xiuyun,2025-05-132025-05-132024Jian Xiuyun. Formation of Effective Brand Management as a Factor of Increasing the Competitiveness of the Enterprise = Формування ефективного бренд-менеджменту як фактору підвищення конкурентоспроможності підприємства : qualification project (thesis) "master" / Jian Xiuyun. – Odesa, 2024. – 84 P.https://dspace.onu.edu.ua/handle/123456789/41323In today's intensely competitive business environment, brand management has evolved from a traditional marketing function to become a critical strategic imperative that fundamentally shapes organizational success and market competitiveness. The rapid digitalization of commerce, coupled with increasingly sophisticated consumer demands and market fragmentation, has dramatically transformed the nature and significance of brand management. According to the China Brand Development Report, Chinese enterprises' investment in brand building increased by 35% between 2020 and 2023, directly impacting approximately ¥2.3 trillion in consumer spending, which highlights the urgent need for strategic brand management approaches.en073 менеджментмагістрbrand managementmanagement modelsenterprisecompetitivenesscorporate imageDiplomas