STRATEGIC BRANDING: ASSESSING THE INTEGRATION OF BRAND VALUE IN ENTERPRISE DECISION-MAKING

Abstract

Effective brand value management plays a pivotal role in elevating the operational and marketing prowess of enterprises while bolstering their sustainable development capabilities. Research findings reveal that crafting and upholding a strong brand can mitigate consumer risk perceptions during consumption, fostering trust and loyalty. This not only enhances a company's economic performance but also harnesses the potent word-of-mouth effect to amplify the impact of products and services, thereby bolstering marketing efficacy, profitability, and brand performance.

Numerous experts have delved into this realm, with Ameyibor LEK exploring the interplay between brand positioning and corporate performance within Ghana's alcoholic beverage industry. Utilizing a structural equation model, the research unearthed a positive correlation between brand positioning and corporate performance, with brand equity serving as a moderating factor. Similarly, Gul RF's study examined the role of market-oriented strategies in enhancing brand performance, with positioning strategies acting as mediators. The results underscored the significance of market-oriented strategies in augmenting the performance of Pakistani fashion brands, highlighting the paramount importance of these strategies in brand management.

This paper provides valuable insights for enterprises, emphasizing the need for rigorous quality control, innovative production processes, well-trained personnel, and comprehensive customer service. These factors converge to shape brand value, contributing to brand success in today's dynamic landscape.