Corporate Brand: Essence, Evaluation Methodology, Experience of Electrical and Electronic Engineering Companies

The article examines the theoretical, methodological, and practical issues of forming and developing the corporate brand and branding processes. The essential prerequisites for developing the corporate brand concept are noted, namely the intensification of competition, digitalization, technological dynamics. The vision of structural elements of branding is formed, among which the following are singled out: mission and strategy, strategic resources, corporate culture – as key. Justification of accordance with the concepts of “enterprise brand” and “product brand” is given. Based on the generalization of scientific approaches to brand evaluation, proposals for improving methodological provisions have been formed. A comprehensive study of key indicators of brand development of leading electrical and electronic companies identified the main trends and directions of increasing the level of monetization.