This paper considers the management process of the development of companies on the basis of the knowledge management concept. On the one hand, a wide range of publications on this subject facilitates the usage of the conceptual aspects of knowledge management for reaching the goals of the development of the Ukrainian companies. On the other, hand it requires adaptation of scientific achievements for solving various problematic situations in practice. Attention is paid to the potential of the

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... ainian companies' development on the basis of the knowledge potential estimate. This paper examines the knowledge management process in an example of the improvement of brand management process. It suggests and substantiates the main directions and ways of the practical application of this concept for the Ukrainian companies on the basis of the knowledge management cycle.