ON THE ISSUE OF STUDYING INTERACTION OF RISK AND BRAND MANAGEMENT PROCESSES IN THE COMPANY

The article substantiates the need to improve the business processes to increase its competitiveness. As the main problem of management practices in companies, the author identified a lack of an integrated approach to risk and brand management, as well as an isolated implementation of the goals of risk and brand management stages. The definitions of the basic concepts of brand and risk management processes are given. Based on the comparison of the concepts «risk», «brand», «risk management» and «brand management», variants of risk and brand management integration (three main blocks) are determined. Features of their integration and ways of its realization are revealed. The role of a successful brand as a risk reduction factor and at the same time as a source of possible risks is identified. Some types of risks that can be prevented with effective brand management are listed. The importance of continuous brand management with an emphasis on the qualitative analysis of information is explained. The need to ensure the transparency of the company’s activities to increase the loyalty of stakeholders to the company is indicated. The types of risks that need to be managed in the brand management system are determined in this article. As a result of studying of the problems of brand management, the main root causes of risks associated with the competence of a brand manager are identified. To achieve the research goal, practical recommendations were developed to improve the business processes of brand and risk management. To ensure effectiveness of the developed measures, their complex implementation is proposed.

brand, brand management, risk management, competitiveness, risk, types of risks, reputational risk, risk factor, risk reduction, uncertainty.

Bulatova G. Sh. On the issue of studying interaction of risk and brand management processes in the company // Business. Education. Law. 2018. No. 3 (44). P. 228–232. DOI: 10.25683/VOLBI.2018.44.352.