Archival Brand Management: Theoretical Fundamentals and Prospects

Abstract. The purpose of the article is to explore the content, main directions, tasks, prospects of archival brand management in Ukraine. The research methodology is based on a system of modern basic scientifi c approaches of interdisciplinary, sociocommunication, system content and a set of general scientific methods, including methods of deduction, induction, modeling, abstraction, structural-system analysis, comparative studies, etc. The general tendencies of development of archival science of modern Ukraine are investigated, the evolution of science from critical archival studies to the newest interdisciplinary searches, one of which is archival brand management is pointed out. At the same time, genetic, comparative, generalizing methods, as well as structural-systemic methods were used. The object-subject sphere of research led to the application of the sociocommunication method, which made it possible to present the archive as a complex information system. The scientifi c novelty of the research lies in the actualization of the newest direction – archival brand management, as a fact of objective necessity and importance for the development of archival business. The content of the basic terms and concepts of archival brand management is determined, its expediency is substantiated, and the models of brand identity for corporate brand management, the basic directions, tasks, prospects are offered. Conclusions. Talking about archival fi eld as a specifi c area of application, one should consider brand management as a set of measures aimed at maintaining a system of values which form, in society, a distinctive image and status of an archivist and of an archive as a multifunctional and socio-communicational institution. According to its functional purpose, archival brand management is designed to form and maintain a positive image of the archive as an institution and profession of archivist, based on a system of corporate content and a strong foreign information policy aimed at developing a competitive environment between institutions of culture, science, education, etc. to ensure the promotion of archival resources, products, services in the information market. The leading branding strategy is to develop a brand identity, the success of which is the quantitative and qualitative growth of the target audience. For the success of branding in the archival industry, it is advisable to resort to a number of managerial, organizational, personnel, and other changes, focusing on long-term brand management programs.