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.

The article examines the main problems and obstacles to the functioning of the economy of Ukraine in the conditions of martial law. An analysis and assessment of the amount of damage caused to business and the civilian population during hostilities was carried out. The growth of negative trends in the environment of the functioning of enterprises was revealed, in particular, we are talking about breaks in logistics chains and risks of business reorganization. It has been proven that the war created a high level of uncertainty in Ukrainian business, as a result of which we observe the appearance of more and more new enterprises that stop their economic activity. The influence of the war on the export and agricultural potential of Ukraine is studied. It has been found that the war increases the risks of a global food crisis every day. It has been proven that the agricultural sector of Ukraine needs significant help and support. The set of main factors that help support the agricultural market of Ukraine was considered, and the latest state programs for supporting and stimulating the agricultural sector of Ukraine, as one of the most strategically important sectors of the economy, were evaluated. An analysis and assessment of the current state of business and its sectoral transformation in war conditions has been carried out. The main problems that prevent business from recovering and functioning effectively in war conditions are identified, and potential sources of assistance for Ukrainian business are identified. The peculiarities of state policy in the conditions of martial law are considered and the main directions of business development of Ukraine in the conditions of war are highlighted. Attention is paid to the state program of business relocation, as an effective tool for protecting enterprises and ensuring their functioning in critical conditions of war. Considerable attention is paid to the policy of state crediting, in particular to the program of concessional crediting «5–7–9%», as an effective tool that helps to support and activate business activities in the conditions of war and to provide effective support to agricultural producers who currently work in extreme conditions. The effectiveness of the introduction of a zero lending rate and the abolition of the excise tax on the import of gasoline and diesel fuel into Ukraine has been proven. It is worth noting that our economy is currently operating in extremely difficult and extreme conditions, and our research proves Ukraine's urgent need for effective economic solutions, which, in particular, the government implements through measures of state support and stimulation of business development in our country in these difficult times.