Building an Ecosystem Brand As an Element of Strategic Potential

The article discusses issues related to the definition of the strategic potential of the company and its formation at the current stage of development of market relations. The study of the main approaches to the definition of the concept of strategic potential of the company is carried out. Additions to the definition of the concept of strategic potential of the company based on existing realities are indicated. The issues related to the concept and development of business ecosystems are considered. The role of business ecosystems in the further development of business structures is determined. Various approaches to the formation of the concept of a business ecosystem are considered. An addition to the definition of the concept of a business ecosystem has been formed and the necessary arguments for the transition of business ecosystems to the formation of a common digital system are given. The analysis of the concept of the brand of the business ecosystem and the need for its formation as an element of the intellectual property of the business ecosystem is carried out. The inclusion of the ecosystem brand concept into the overall strategic potential of the organization is justified