ADAPTIVE APPROACH TO BRAND MANAGEMENT AT DIFFERENT STAGES OF THE BRAND LIFE CYCLE

Abstract

The article examines the theoretical and methodological foundations of adaptive brand management throughout the brand life cycle. The necessity of flexible and adaptive brand management under conditions of a dynamic market environment, increasing competition, and changing consumer preferences is substantiated, as well as the need to adjust brand strategies, communication tools, and brand positioning in accordance with changes in the market environment and consumer behavior.

The marketing, strategic, and financial-economic approaches to interpreting the brand life cycle are generalized, and the expediency of their integration into the brand management system as an intangible asset of the enterprise is proven.

The essence of the brand life cycle, key managerial tasks, strategic objectives, and brand management tools at different stages of the brand life cycle are defined. The features of brand management at each stage of the brand life cycle are analyzed, and the corresponding adaptive brand strategies, their implementation tools, and key performance indicators (KPI) are systematized.

A conceptual model of adaptive brand management is proposed, which integrates the stages of the brand life cycle with brand strategies, tools, and a system of KPIs, enabling the linkage of marketing outcomes with the economic efficiency of enterprise activity. It is proven that the application of adaptive approaches to brand management contributes to increasing brand market value, extending the brand life cycle, and ensuring sustainable competitive advantages in the long term.