Факультет Міжнародної Торгівлі та Права

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Перегляд Факультет Міжнародної Торгівлі та Права за Автор "Kvasha Mykyta"

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    Management of brand promotion process to foreign markets (based on data of LLC “Technics and Technologies”, Kyiv)
    (KNUTE, 2020) Kvasha Mykyta
    The relevance of the research topic. The enterprise brand is one of the non-price means of managing the competitiveness of the product (or services), that has the main task of forming a clear image of consumer properties, price position etc. Most manufacturers neglect branding as the main component of the product competitiveness management process. However, this is a wrong approach because the brand is one of the competitive advantages of the enterprise in the long run and, accordingly, a factor of competitiveness ensuring. For every company that competes in a global arena for leadership, the main thing to rely on is the company’s activities. Sure thing, vitally important to choose for expansion those counties and regions that gives company advantages while entering it, like countries with highly developed infrastructure or big capacity of a market. Global competition arises when a company has a comprehensive understanding of rules and decides to maximize profits using the sources of its creation around the world [2]. Nowadays, because of the globalization process, competition has become mobile and flexible. By using various common expedients, every new company that enters existing markets leaves its footprint on the current situation. Also, because of different competitive advantages, newcomer's company could influence on the existing firms. To do so frequently globally oriented companies manages to develop unique strategies by outplaying local businesses using benefits and opportunities that global marketing offers. If we’re talking about the development of a global brand, so we can definitely consider it as international marketing, which in turn means looking at those as a whole, as a system, built on the uniformity of national, cultural, behavioral and other characteristics of the world market, and not only because of national traits [3]. Understanding the global market as a whole one leads to increasing brand management focus on global trends and especially international markets. For the company, most points of interest out of the largest world markets could be countries or regions that might become a potential source of most considerable added value, for example, the USA, China, EU countries or Japan. And if we are talking about Ukrainian brand, a good region of choice would be neighbor countries of Europe. Among those who have researched brand issues are such figures as David F. D'Alessandro with his book "Brand Warfare: 10 Rules for Building the Killer Brand", James R. Gregory with the work "Leveraging the Corporate Brand", Jean-Noel Kapferer, Professor of Marketing Strategy at the HEC School of Management, Leslie De Chernatony, Professor of Brand Marketing in Brand Marketing at Birmingham University Business School and others who can be used to analyze and predict brand impact.