MANAGING BRAND STRATEGY IN AUTOMOTIVE INDUSTRY ENTERPRISES BASED ON RISK MANAGEMENT PRINCIPLES

It is widely recognized that the competitiveness of industrial enterprises is increasingly determined by intangible assets, particularly brand value. In enterprises operating within the automotive industry, which is heavily driven by advanced technologies, brand strategy serves not only as a marketing instrument but also as a strategic management tool that shapes the long-term development trajectory of the company. The experience of leading global automotive manufacturers demonstrates that the share of brand value in the overall value of an enterprise can, in some cases, reach 30–40 percent. This necessitates considering brand management in close conjunction with risk management principles.