БРЕНД-МЕНЕДЖМЕНТ КОМПАНІЙ В ГЛОБАЛЬНОМУ КОНКУРЕНТНОМУ СЕРЕДОВИЩІ

Abstract

This article is devoted to defining the growing role of brand management in companies in the context of intensifying competition in the international markets of goods and services. The turbulence of the marketing environment creates a demand for increasing the efficiency of management technologies. One of the most effective tools in the international marketing activities of companies is brand management. The purpose of this article is to reveal the benefits and risks when companies use global brand management. To study this issue, a set of methods was used, including analysis and synthesis, empirical and statistical analysis; comparative analysis; and systematization. Based on the data of international research and consulting organizations, the article presents a quantitative measurement of certain aspects of the implementation of global brand management strategies. The result of the study is the disclosure of the content of competitive advantages achieved by companies when they choose a global branding strategy. Among the priorities are the following: increasing customer loyalty in the markets where the company operates; improving brand awareness and perception; improving the financial performance of an international company; improving the company's reputation; attracting and retaining talent. The factors that can complicate the implementation of global branding approaches include the persistence of differences in consumer and business cultures in different foreign markets, peculiarities in the institutional environment of different countries that affect the conditions of registration and legal mechanisms for protecting trademarks in different jurisdictions, a more positive perception of local brands of national businesses in the context of the intensification of new economic nationalism at the level of regulatory policies and consumer sentiment. The theoretical significance of the study is to expand knowledge about achieving a balance between global and local determinants that define the success of international companies in the context of increased competition in international markets for goods and services. The practical value is due to the search for new mechanisms to enhance the competitive position of domestic companies in global markets in the context of forced business relocation during the war between Ukraine and russia. Prospects for further research are seen in the systematization of empirical material and cases on the implementation of effective brand management strategies by domestic businesses in foreign expansion.