Abstract
The article is aimed at a comprehensive study of the theoretical and practical aspects of brand management of the organization. The purpose of the article is to develop recommendations for improving the strategy for creating and maintaining the value of an organization's brand and increasing the efficiency of managing its brand. The methods used in the article are a systematic approach, methods of comparative analysis, case studies, and assessments of the effectiveness of brand strategies. The scientific novelty of the article lies in the systematization of modern approaches to brand management and the proposal of adapted mechanisms for increasing the effectiveness of brand strategies. We analyzed the essence of brand value as a key asset of the company, affecting its competitiveness and market stability, methods for assessing the effectiveness of brand strategies, such as analyzing market share, consumer loyalty and financial indicators, systematized the main brand management strategies, including approaches to positioning, differentiation and emotional involvement of consumers. Recommendations are proposed. It is concluded that modern brand management strategies are a comprehensive set of tools aimed at creating sustainable brand value in the long term, while effective brand management requires strategic vision, flexibility and a deep understanding of consumer preferences.