Economic Mechanisms of Brand Strategy Development in Automotive Industry Enterprises

This article scientifically analyzes the economic mechanisms of brand strategy development in automotive enterprises and their role in increasing the competitiveness of enterprises. The main objective of the study is to identify economic factors and mechanisms that contribute to the effective development of brand strategy in the automotive industry, to assess their impact on the marketing management system and the strategic development of enterprises. The research used the methods of systematic analysis, comparative analysis, economic and statistical analysis and content analysis. The article analyzes the economic factors that affect the development of brand strategy in the global automotive market, in particular, the role of investment policy, innovative development, marketing communications and digital marketing technologies. It also studies the mechanisms of forming brand capital in automotive enterprises, economically substantiating marketing strategies and strengthening brand positions in market competition.