Innovative digital technologies in the concept development of brand equity management

The concept of branding takes a special place in the system of entrepreneurship. Development of branding in trade is determined by pecularities of this field.. The article deals with relevance of branding use as a concept of company management. The basic concepts in the field of brand equity are analyzed and the main trends of brand cost valuation are investigated. Advantages of a brand strategy development are defined. Strategies for expanding the boundaries of brand use are presented. Innovativetools that increase the effectiveness of branding and influence the growth of brand equity are studied. These tools include the use of Big Data technologies for the collection and processing of information, improving marketing research used in situation analysis; the development of the Internet of things as an innovative direction for the formation of a marketing mix; the use of mobile technologies. Pecularities of brand management activity in running an organization are considered. The main directions influencing increase of the market value of a company are given. The role of the value-based approach as a criterion for the success of the company's activities in brand management is defined.