The modern market is characterized by ups and downs associated with both external negative influences and expectations, and with the structural restructuring of the market. The result of these transformations was the transformation of the methodological and practical foundations of the formation, functioning and development of marketing and advertising activities, the leading role among which is the development and management of the company's brand.The development and management of a brand, or the branding process in an enterprise should be strategic and holistic. The authors studied the theoretical basis for the development and promotion of a brand to the market and proposed directions for its improvement: an algorithm for creating a brand strategy and a comprehensive scheme for forming a strategy for the development and management of an enterprise brand. To assess the effectiveness of the brand management strategy, the authors proposed a system of indicators characterizing the process of brand development and management based on the BEES model, as well as a brand health diagram. The adequacy of the implementation of the proposed scheme for the formation of a strategy for the development and management of a brand of an enterprise is based on the fulfilment of specific requirements for an enterprise developing a brand, in particular, for the efficiency of the branding unit in its structure, forms and methods for assessing the rationality of management decisions, as well as for organizational and economic model of the enterprise in the market.

Objective: The article is devoted to studying the theory and development of social networks' practical aspects in the educational institutions' communication system. The relevance of the research is formed by the growing interest in social networks among young people and the problem of ineffective, outdated teaching technologies that have little involvement among students. The study aims to develop recommendations for social network use in a comprehensive educational institution's communication system. Methods: To solve the question, SWOT analysis, grouping, data analysis, synthesis, and generally scientific methods of induction and deduction are used. Results: The study's results are 1) identification of the student's predisposition to gain knowledge in social networks; 2) identification of effective ways of presentation and educational information; 3) identification of strengths, weaknesses, opportunities, and threats of social networks in the educational process; 4) assessment of the technological possibility of implementing social networks in the educational process; 5) assessment of the possibility of applying different information types for effective communication; 6) a list of recommendations for the implementation of social networks in the overall educational communications system. Conclusions: The novelty of the study is formed by a set of relevant recommendations. The practical significance lies in the implementation of the recommendations in the different countries educational systems.

The purpose of the article is to analyze the current state of the language of the Ukrainian media as an indicator of the linguistic culture of modern society. Research methodology. The interdisciplinary nature of the study led to the use of general scientific methods, in particular, unstructured systematic observation and descriptive technique. The scientific novelty lies in the generalization of linguistic trends in modern media, in explaining the reasons for linguistic shifts in recent decades. The article notes the dominant position in the stylistic system of our time of the language of the media, which has become the main factor in the productive functioning of the Ukrainian language, a factor that determines its cultural, historical, and historical and linguistic originality. In addition, the language of the media plays the role of a kind of model of the national language in the information society, largely shaping literary norms, language tastes, and preferences, influencing the perception of politics, art, literature, and the like. Hence the urgent need to comply with the language of the media literary norms. Conclusions. The conclusions note that one of the most important areas of studying the cultural aspect of the language of the media is to find out how the latter affects culture. The essence of this influence lies in the fact that the language of the media, which covers practically unlimited topics, significantly affects the literary language, and through it, the culture. The language of the media enriches the literary language, saturating it with evaluative turns, forming a refined language, developing techniques, and methods of discussion and polemics. Developing a literary language, the language of the media also contributes to the development of culture due to, for example, the qualities of speech such as flexibility, wealth, and a variety of functions. It is emphasized that the power and advantage of journalism plays an important role in the language of the media - in the direct impact on the addressee, the audience. Therefore, the mission of a journalist is to positively influence the mass audience, to correct its motivation, behavior, and worldview. It is concluded that the language of the media should be exemplary in terms of the competent use of linguistic ethics, correct word usage, the richness of vocabulary, expressive word-formation. Attention is drawn to the fact that the role of neological vocabulary in the media, which reflects the current processes in society, remains a problem in media speech. Further research is also required by the question of the characteristics of the media language and the prospects for its development.

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З'ясовано особливості мови інтернет-ЗМІ на основі застосування неструктурованого систематичного спостереження та описової методики. Наголошено, що, зважаючи на активний вплив мови інтернет-ЗМІ на формування культури мовлення українців, необхідне запровадження контролю за якістю інтернет-публіцистики. Акцентовано, щоб Інтернет став більш «грамотним», ініціативу мають проявити саме інтернет-ЗМІ, прагнучи у своїх текстах відповідності мовним нормам. Водночас відзначено, що нині онлайн-журналістика вже намагається вийти на новий професійний рівень. Аргументовано: притаманні Інтернету особливості (мультимедійність, інтерактивність, гіпертекстуальність тощо) надають змоги модернізувати колишню жанрову палітру публіцистики, зробити її ефективнішою (стосовно особливостей використання аудиторією інформації в мережі).