INTERNATIONAL BRANDING – AN EVOLUTIONAL ELEMENT OF THE WORLD ECONOMY

Abstract

The article is devoted to study of branding in the context of integration of domestic enterprises into the international business community and global economy as a whole. The study identifies theoretical and methodological aspects of formation of scientific understanding about this kind of economic activities and addresses possible scenarios for its development; article also identifies internal mechanisms for the use of brand management at the enterprises and the conditions under which it should be used. The essence, history and evolution of brand management and its components, as well as the author’s approach to its implementation in managerial activities as one of the modern instruments of increase of enterprises competitiveness are described. The modern worldwide economy necessitates the need for new products and services, as well as it needs the more dynamic development of consumer markets, so one of the main tasks of article is to represent national branding at various levels. A special feature of this process is the leading role of international market and their active interaction with professional, public and other business associations in different countries. Besides, the article summarizes the experience of the emergence, development and evolution of national trademarks in the context of their integration into the world economy, as well as the search for methods to overcome common difficulties and problems arising in the way of this integration. The study determinates the place and role of brand management in the national and international marketing system as an actual mechanism for supporting the Ukrainian economy and its structural layers. Authors have analyzed mistakes in branding implementation to business projects and enterprises, as well as to solve problems that impede the development of brand management in the national economy.