THE IMAGE-BUILDING AND STRATEGIC ROLE OF A TRADEMARK IN ENSURING COMPETITIVENESS

Abstract

For companies to remain competitive amidst digital transformation and intensified market rivalry, the focus is shifting from the product's quality alone to its personalized image. This image, crafted and sustained by a successful trademark, becomes a key tool for differentiation in the consumer's mind. Thus, a trademark evolves from a simple marketing element into a company's strategic asset. This necessitates a deeper analysis of its place and role within the overall system of enterprise competitiveness management. The effective use of a trademark not only helps secure market position but also creates long-term competitive advantages. The main goal of this research is to conceptualize and systematize the place and role of a trademark as a key element in a company's competitiveness management system. The study employed the following scientific methods: theoretical generalization, analysis, synthesis, and a systemic approach. The theoretical foundation is based on academic works dedicated to the formation of trademark competitiveness and its role in a company's competitiveness management system. The publication systematizes the features of forming a trademark's competitiveness as a determinant of a company's success in a dynamic business environment. It formulates an original perspective that positions the trademark within the competitiveness management system based on three levels: competitive potential (the resource base and capabilities that form the brand's foundation), competitive position (the brand's perception and differentiation in target markets), trademark value, or brand equity (a financial reflection of its strength and prospects). The proposed model allows for the effective integration of intangible assets into a company's management framework, which is crucial for ensuring strategic development and achieving sustained competitive advantages. The methodology presented allows a trademark to be viewed as a key strategic asset in the company's competitiveness management system. This ensures the potential for creating long-term competitive advantages. Prospects for future research include developing tools for assessing trademark competitiveness and studying its impact on a company's overall stability in an unstable market environment.