THE DEFINING ROLE OF INTERNATIONAL BRANDING IN THE STRATEGIC DEVELOPMENT OF THE MODERN TRANSNATIONAL CORPORATIONS MARKETING
Abstract
The article highlighted the following advantages of using branding in TNK strategies: the brand creates barriers in the market for competitors, facilitates the introduction of new products to the world market, and allows actively to explore new niches in this market; allows the company to more successfully survive the global financial and economic crises without additional costs; allows you to clearly distance your product from the competitor's market. The study has shown that modern TNCs do not follow the path of direct use of the Western or Eastern branding model, but increasingly resort to such a combination that contributes to the development of international brands that can successfully function in consumer audiences of different socio-ethnic composition, differing from each other. perception of information directed at them. The methodology of international branding used by TNCs from countries was also differentiated, while the country's image is a determining factor in the formation of a corporate and product branding strategy. It has been established that the relationship between international branding and the country's global competitiveness, which was observed earlier, is currently being lost due to the active development of companies from developing countries (primarily China) in the international branding system. The principles were identified that a developing country should adhere to when forming the concept of international branding. It has been proved that the main determinant of international branding is the competent and effective application of the methodology for assessing the value of brands: monitoring the impact of the country of origin of goods on consumer perception; taking into account in the positioning strategy that if a product has an acceptable price and high utility, then it will be positively perceived in the world market; distancing from the country of origin (for fashionable and prestigious goods); the formation of strategic alliances to promote brands to the global market. More effective methods are cost methods (calculating the cost of replacing a brand), various income methods (future earnings, earnings on shares), and a valuation model.
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