Zhmai, Oleksandr V.Chepurna, L. V.Жмай, Олександр ВолодимировичЖмай, Александр Владимирович2022-01-192022-01-192021Сучасний менеджмент: тенденції, проблеми та перспективи розвитку: 8 Міжнар. наук.-практ. конф.: тези доповідей (Дніпро, 3 грудн. 2021 р.). – Дніпро: Університет імені Альфреда Нобеля, 2021.https://dspace.onu.edu.ua/handle/123456789/32325In the current market conditions, if you want to make your company successful, you need to be able to apply a variety of techniques for research and maintaining success based on the consumers recognition, as well as it is necessary to provide highly competitive advantages of the managing business. In order to get this effect, company has to put a lot of effort. It is proved that the best way to achieve company`s goals and get customers attention is to provide effective brand strategy.ena company brandinfluence of human capitalArticle