COMPREHENSIVE APPROACHES TO MANAGING BRAND IMAGE IN ENTERPRISES AND THEIR EFFECTIVENESS

It is well known that, in the context of intensifying competition among enterprises, the strategic importance of intangible assets, particularly brand image, has been increasing significantly alongside tangible assets. Brand image represents the overall perception of a company or its products formed in the minds of consumers, and it directly influences not only purchasing decisions but also customer loyalty, market share, and the overall value of the enterprise. According to international studies, companies with a strong brand image demonstrate customer loyalty levels that are, on average, 20–30% higher than those of their competitors, contributing to stable revenue growth. Moreover, the value of a brand has been found to account for up to 35–40% of the total capital of some large corporations.