DEVELOPING MARKETING MANAGEMENT IN RETAIL TRADE THROUGH A BRAND MANAGEMENT SYSTEM: DIRECTIONS AND STRATEGIC PRIORITIES

Abstract

The article examines the ways in which a brand management system contributes to the advancement
of marketing management in retail trade and identifies the key directions and strategic priorities through which this
development occurs. It synthesizes the established theory of customer-based brand equity and adapts it to the retail
environment, where the retailer itself functions as a brand. Verified market evidence demonstrates that private labels have
achieved record sales levels, while leading retail brands continue to maintain substantial financial value, confirming the
strategic importance of effective brand management. A conceptual framework links the core dimensions of brand equity
with retail marketing functions and managerial outcomes. The findings indicate that brand-oriented coordination enhances
differentiation, customer loyalty, and long-term value creation, while providing practical strategic priorities for retailers
operating in emerging markets.