USING LEADERSHIP EQUITY MODELS TO BUILD A SUCCESSFUL BRAND

Considers the main types of leadership model brands. The use of this model by Ukrainian and international brands is investigated, its features are highlighted, risks and threats are analyzed. Has been developed a scheme that helps identify the type of brand in accordance with the leadership model. Examples of each type of brand of a leadership model are given, the application of this model in practice is described, and recommendations are given for choosing a brand type according to which a company can develop its communication.