Analyzing the Factors of Formation and Positioning of Brand in International Markets by the Attribute of Innovativeness

Abstract

In the study of world development along with scientific and technological processes, analysts’ attention is focused on the cause-and-effect relationships between global changes at the macroeconomic level (international economic integration, economic growth and crises, competition, maturation and emergence of new markets) and innovations, technical changes. This necessitates consideration of the impact of technological, systemically integrating, market, political and cultural changes on business systems, their consequences regarding the emergence of new forms and methods of organization, management, interaction, cooperation at the global, interregional and national levels. The results of the analysis of global brand ratings confirm that companies that give preference to innovation, digitalization and smartization of business processes, development and implementation of new business models, create new markets and new revenue sources, lead the competition in international markets, and widen the gap with less successful competitors. The article develops methodical support for the analysis of global brands by stages-tasks: the common attributes of global brands are defined; a system of indicators for calculating an integral indicator for assessing the company’s brand has been formed; models of dependence between the integral indicator and the ratings of the global brand and the company’s innovativeness have been built. To calculate the integral indicator of globality and innovativeness of the company’s brand, the following indicators were used: value of equity, current assets, operating and net profit, share price, sales income, goodwill.