UDC 005
The article analyzes the features of the brand’s corporate culture. It is noted that in modern socio-economic conditions, corporate culture is a key subject area of management, formed according to the objectives of the organization, based on mutual interests and common values of employees and managers of the company. The concept, essence and levels of corporate culture that influence various aspects of the quality of working life in a team are considered: the level of spiritual culture, the level of adaptation to innovation, the level of practical implementation of elements of corporate culture and the level of material support of corporate culture. The differences between weak and strong corporate culture are given, it is indicated that a strong corporate culture contributes to the creation of conditions for the professional development of employees. The beneficial effects of a well-formed culture are revealed: increased cohesion, loyalty, satisfaction, involvement and responsibility of employees, the formation of a successful business reputation and an increase in the speed of recruitment. It is noted that in modern conditions, the most important role in the development and maintenance of a company’s competitiveness is played by intellectual capital, which in the context of knowledge management includes corporate culture as a tool for managing human capital. The components of human capital as a company asset are given: health capital, professional and cultural capital. We consider indicators that allow us to assess the impact of corporate culture on the efficiency of using human capital: work motivation, job satisfaction, adaptation time, work discipline and socio-psychological climate. The role of internal branding in the development of the company’s human capital, maintaining internal and external image, increasing respectability, loyalty and trust of target groups and market competitiveness is emphasized.
brand, corporate culture, human capital, personnel management, competitiveness
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