FORMATION OF HOSPITALITY BRANDS THROUGH THE PROTECTION OF INTELLECTUAL PROPERTY OBJECTS

Abstract

The purpose of the article is to substantiate the role of intellectual property in the formation of hospitality brands and to determine the mechanisms of its influence on competitiveness, market value, and the strategic development of restaurant enterprises. The methodological framework of the study is based on systemic, legal, and ethical approaches. The research employs methods of analysis of scientific sources and regulatory acts, generalization, systematization, and comparative analysis, which makes it possible to comprehensively consider a hospitality brand as a combination of creative, managerial, and legal components. The main intellectual property objects that shape the hospitality brand are examined, including trademarks, industrial designs, objects of copyright and related rights, and trade secrets. Their functional role in ensuring the legal protection of brand identity, the formation of visual and communicative integrity of the brand, as well as the preservation of the establishment’s culinary uniqueness is substantiated. A branding roadmap integrated with intellectual property objects is proposed as a tool for strategic brand management in the restaurant business. It is established that intellectual property is a key factor in forming a strong and competitive hospitality brand. Effective management of intellectual property rights ensures the protection of intangible assets, creates prerequisites for business scaling, including through franchising, and contributes to the growth of brand market value. The integration of legal and ethical aspects in the branding process increases consumer trust and forms long-term reputational sustainability of the establishment.