COMPANY BRANDING IN THE ASPECTS OF EFFECTIVE INNOVATION MARKETING (APPLE CORPORATION EXAMPLE)

The problems of the formation of a successful brand of the company are studied on the example of Apple Corporation It was noted that in order to ensure the success of the brand, it is necessary to constantly monitor market conditions, analyze weaknesses, threats, look for opportunities and realize the strengths of the brand. The components of the system of successful branding of the company are systematized. A review of the evolutionary stages of the brand-based approach to marketing of the corporation Apple. Methodical approaches to the system of introducing brand-oriented enterprise management were developed on the example of Steve Jobs's brand management. Attention is focused on the fact that the positioning of a strong brand of a company and effective management of it requires the formation of an appropriate enterprise management system. An important task of such a management system is the orientation of the activities of all departments of an enterprise towards marketing promotion of a brand and increasing its consumer value. It is noted that Apple has chosen in the marketing promotion of its brand a successful combination of a horizontal diversification strategy due to the release of new technological products with a properly constructed vertical integration strategy. The attention is focused on the fact that the intellectually developed highly qualified personnel play an extremely important role in the development of the brand. The aggravation of global trends to increase competition and focus on the innovative path of development requires enterprises to search for new sources of sustainable competitive advantages in order to preserve the image of their own brand. For companies that pay attention to the formation of effective brand management, the current direction of brand marketing is social and psychological methods, since they attract attention to the quality and reputation of the brand and form the brand-oriented end-users.