Zozul`ov, A. V.Nesterova, J. V.2020-01-292020-01-292007Zozul`ov, A. V. Brand as the non-material active in the postindustrial society / Zozul`ov A. V., Nesterova J. V. // International Scientific Dual-Conference "Towards Knowledge-based Economy" & "Enterprise Management: Diagnostics, Strategy, Effectiveness" : Conference Proceedings, 2007, 12-13 April. – Riga : RTU Publishing House, 2007. – P. 191.https://ela.kpi.ua/handle/123456789/31205Clause is devoted to the analysis of a role of actives of the enterprise in an industrial and postindustrial society. Changes of a role of a brand as non-material active of the enterprise in view of specificity of the Ukrainian market are investigated.enbrandbrandingmaterial and non-material actives of the enterpriseglobalizationthe organization of businessArticleP. 191