The subject of the research is the evolutionary development of the brand and the modern approach to its development in the world practice in the field of entertainment services. The purpose of this study is to analyze the historical formation of a brand, to successfully create its modern appearance, to identify the components of internal branding and to reflect the brand as an intangible asset of the enterprise. The urgency of the problem. One of the most important prerequisites for a successful business is the existence of a well–established brand. Considerable attention was paid to the development of the brand in the marketing of enterprises by such scientists as D. Aaker, F. Kotler, and J. Myers. However, the processes of creating and developing brands in service companies, in particular entertainment, have certain characteristics. According to the World Entertainment and Media Industry Survey: 2018– 2022 forecast, the fast–paced evolution of the entertainment industry is now in a new dynamic phase. Against the backdrop of complex and steady but uneven growth, companies, without exception, face new challenges – building consumer relationships and the need to build trust, which is the actual definition of a competitive environment. It is on the analysis of these features and directed the study of the authors. Results of work. The interrelation of brand formation and its modern formation in the market of services, connection between brand strength and quality of management of the owner of the enterprise, as well as the issues of implementation of corporate ERP–systems are investigated. Conclusions. The choice of conceptual model of the brand is becoming increasingly necessary in the conditions fierce competition. Management must be able to create both an internal and external image of the company. Implementation of ERP–systems allows to raise to a new level a system of internal corporate governance and interaction with the environment.