Визначено необхідність переосмислення підходів до забезпечення управління підприємствами на основі формування кількісної основи для прийняття обгрунтованих управлінських рішень. Поряд із цим, спостерігаються неоднозначні процеси, що визначають напрями протидії пандемії COVID-19 і характеризуються відсутністю системи та чітких противоепідемілогічних дій та производить до зростання кількості захворівших. Встановлено, що у таких умовах особливого значення має застосування сучасних інтелектуальних систем забезпечення інвестиційної привабливості підприємств як важливих елементів для їх зростання й розвитку економіки країни. Узагальнюючі існуючи теоретико-методичні положення запропоновано визначення інтелектуальних систем як сучасного комплексного інструментарію, що базується на застосуванні штучного інтелекту, із застосуванням технологічних засобів розробки експертних, рекомендаційних, інтелектуальних інформаційно-пошукових, розрахунково-логічних систем на основі інформаційного базису, які спрямовані на вирішення задач, визначення алгоритмів, програмних систем, що можуть замінити людину та створюють основу для прийняття рішень. Для оцінки інвестиційної привабливості, як важливого чинника розвитку будівельних підприємств, запропоновано застосовувати інтегральний підхід, який базується на багаторівневій системі показників, що визначаються локальними і узагальнюючими чинниками. Визначені стейкхолдери будівельних підприємств, їх види, запропоновані локальні й інтегральна моделі до оцінки рівня взаємодії стейкхолдерів. На основі застосування методів економіко-математичного моделювання, визначено рівень впливу рівня взаємодії стейкхолдерів на інвестиційну привабливість будівельних підприємств. Це дозволило сформувати кількісну основу для розробки інтелектуальних систем у контексті прийняття обгрунтованих управлінських рішень.

The article considers the concepts of brand, trademark, branding, specified by different authors from management positions; the brand management system and its main elements, initial data and brand functioning strategies are discussed. The variability of the business environment, the high level of competition dictates the need to find new opportunities to adapt entrepreneurial structures to the changes that are taking place. Among the main reasons that encourage companies to optimize business processes, one can allocated the need to reduce production costs; requirements made on the parts of consumers and the State; use of management programs; mergers of enterprises. Due to the significance of such an asset of an enterprise as a brand, its exceptional role in ensuring the competitiveness of the company the application of branding from the standpoint of business processes is an effective instrument that contributes to more efficient use of technologies. It is also one of the most effective marketing technologies that increase the competitiveness of the company, assist in the formation and maintenance of consumer demand and loyalty to the products of companies. The high need for marketing management of brands in the market is determined by their considerable range and intensity of goods turnover, the volume of purchases and maximum dependence on the preferences of the consumer. The dependence of the results of the company’s economic activity on brand management decisions for relatively new market segments appears to be especially high. Currently, companies partially implement brand management procedures such as the formation of brand identity, the construction of its architecture, the development of comprehensive brand promotion programs. At this, the problems of positioning the categories of goods, harmonization of brand management in the channels of movement of goods, taking into account the industry specification in brand management, remain essential.

The subject of the study is a complex of theoretical and methodological provisions and practical recommendations on increasing the effectiveness of the formation and use of the potential of enterprise management strategies through the creation and implementation of organizational and economic principles to increase their investment attractiveness. Currently, there is no objective method of managing the investment potential of an enterprise, which is capable of reliably reflecting possible problems of functioning and risks of investing funds in the enterprise. Existing methods of managing the investment potential of a company consider either an insufficient number of factors necessary for evaluation, or an excessive number of factors to be evaluated, as a result of which it is quite difficult for the investor to isolate the necessary information and make the right decision. For such enterprises the increase of investment attractiveness is possible only by qualitative changes in the management and production system, in particular by reorientation of the production process to the needs of the market, which will improve the image of the enterprises on the market and create new or develop existing competitive advantages. Methodology. The theoretical and methodological basis of the article consists of general scientific methods: comparison, dialectical development of economic systems, methodology of normative-legal and information-analytical support of the functioning of enterprises, formation and use of the strategy of potential management of the enterprise, creation and implementation of organizational and economic principles to increase their investment attractiveness. The research was based on the synthesis of social science theories, organizational systems theory and corporate finance theory. According to the system approach, the potential of the enterprise was considered as the potential of the financial system of the enterprise. The purpose of the article is the development of theoretical, methodological provisions and practical recommendations for the creation and implementation of the strategy of managing the financial potential of the enterprise in order to increase the investment attractiveness of the enterprise. Conclusion. The research carried out in the article consists in modernization and optimization of the considered strategies of financial potential management of the enterprise in order to increase the investment attractiveness of the enterprise, identification of an evaluation method that would meet the needs of investors, taking into account the factors significant for the assessment of the investment attractiveness of the enterprise, capable to objectively characterize its advantages and disadvantages and investment risks for investors.

Modern tendencies of development of construction enterprises are considered. The main directions are investigated scientific developments in the development of the country's construction industry. Data on number of enterprises and entrepreneurs, their changes in recent years. It is proved that in modern conditions the functioning of the construction industry is characterized by ambiguous processes, which are determined by slowing down the development of construction companies, reducing their logistical and production potential, slowing down the growth of key performance indicators. It is determined that the issue of determining the state and current trends in the development of the construction sector, taking into account the transformation processes taking place in the economy of Ukraine. The tendencies of development of the basic indicators of functioning of construction sphere are established. In particular, the wave-like nature of changes in the index of construction products in 2011 - 2020 was determined, the dynamics of the volume of construction products by its types in 2014 - 2020 indicates their growth almost 4 times. Thus, the presented processes occur both in inhabited, and the non-residential sector. In the field of construction of civil engineering works there is also an increase in production by 4.6 times. The study identified ambiguous trends in the construction industry, which are characterized by a wavy trend where periods of growth in construction output change to periods of decline. Over the past two years, the construction industry has shown an increase in production and delivery of the total area of residential and non-residential buildings. However, the construction sector does not show stable development trends. In such conditions the development and realization of modern methods and models of management of the presented sphere, formation of a quantitative basis of development of strategic directions of development of construction sphere has special value.