INTERNATIONAL BRANDING AS A TOOL OF INTEGRATED BUSINESS STRUCTURES DEVELOPMENT IN UKRAINE

Abstract

Introduction. At the present stage of world economic relations, integrated business structures (IBS) are equal participants in international economic market. Acting as both a derivative and a conductor of globalization, they have become the structure-forming factors of world development, have an increasing impact on the functioning of the world economy, specific economic entities, and individual emerging markets.

Research hypothesis. A full adaptation of foreign methods for evaluating and promoting brands will take into account the specifics of the Ukrainian economy, use branding as a source of corporate competitive advantages for Ukrainian business participants, and help improve the investment climate by strengthening national brands.

Purpose of this article: to offer methodological tools for international branding of integrated business structures in Ukraine.

Research methods: comparative analysis, ratings, graphical, tabular and specific methods of marketing research.

Results: a methodological approach is proposed, according to which it is necessary, on the one hand, to distinguish between international branding technologies depending on the level of the country's economic development, and on the other, to take into account the mutual influence of the country's image, global competitiveness of its economy and the main directions of the branding development strategy of national companies; countries' approaches of implementing the international branding strategy are evaluated depending on their level of development, taking into account the importance of branding as a marketing tool and as a means of increasing companies' capitalization.

Conclusions. The modern mechanisms of brand promotion in IBS strategies in Ukraine are evaluated on the basis of assessing the advantages and disadvantages of global marketing programs in assessing the effectiveness of international brands, choosing the best methods for expanding the brand portfolio; modern strategies and a global planning system for international branding are defined in terms of standardization criteria, product specifics, IBS capabilities and the international competitive environment, and criteria for brand relationships within the portfolio.