THE EFFECT OF BRAND HEALTH ON A COMPANY'S CHOICE OF PRICING STRATEGY

The ability to establish an optimal pricing policy is one of the key competitive advantages of companies in the current business environment. The brand management strategy is one of the key tools in this regard. The aim of this study is to identify the ways in which brand management strategies influence the development of companies' pricing policies. The methodological framework of the analysis is the methods of correlation and regres-sion analysis. The study found a strong relationship between brand health and price elasticity, as evidenced by a correlation of 0.83. Companies with higher brand health scores were found to be able to implement price premiums without significant consumer churn. It was noted that price elasticity varies across brands, depending on such factors as market share, the presence of substitute brands, and the dynamic nature of con-sumer preferences. The results of the regression analysis indicate a statistically signifi-cant inverse relationship between brand health and price elasticity. The root mean square value is 0.16327056 and the root mean square error is 0.07172944. Companies with higher brand health scores are found to be able to establish price premiums for items that show a relatively high price sensitivity. Prospects for further research are designed to analyze the brand management and pricing strategies of organizations in the context of rising inflation and the potential of digital technologies