THE FACTORS’S PERFORMANCE OF THE CONTENT MANAGEMENT SYSTEM AS THE INTELLECTUAL CAPITAL OF A BRANDING COMPANY
The value of information as a resource, which in the digital economy most often appears in the form of an idea, model, technology, or sample of a future product, increases from year to year. Information is complex in its measurement since its value is almost impossible to assess before the fact of making management decisions on its basis. Since branding agencies independently create content that is their competitive advantage, it is extremely important for them to manage it as capital, and not just as a resource. For effective and organized teamwork on projects with a large amount of different information, you first need to have a content management system. The paper will consider the hypothesis of the relationship between the quality indicators of the use of the components of the content management system and the efficiency of the use of intellectual capital by a branding agency. To analyze the effectiveness of content management, methods of comparison, analysis of scientific literature, modeling, as well as reference models of content management IBM and DIKAR are used.