The article presents the definition of brand equity as an economic category and company assets. Were identified its constituent elements. It is established content of the stages of formation and management principles of brand equity that will help small and medium enterprises to better understand and find ways to successful management of the asset as brand equity. When analyzing data by defining brand equity as an economic asset category and the enterprise; identification of its constituent elements; contents stages of formation and principles of brand equity that will help SMEs better understand and find ways of successful asset management such as brand equity. To formulate criteria for economic security necessary to analyze the concept of brand equity, establish the importance and value of the brand for the company and determine the range of measures to ensure the implementation of this concept. It should be noted that brand equity can be considered as one of two components - financial (assets brand and share their changes in the value of the company) and non-financial (the ratio of consumers - trust, loyalty, established for the entire period of the brand). Therefore, brand equity - a concept that examines brand both tangible and intangible asset that can be estimated, buy, sell, and you can control
