BUSINESS INFORM №11-2017

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Section: Management and Marketing
UDC 338.439:658
Nifatova O. M.
Substantiating the Conceptual Model of Branding of the Integrated Business Structures (p. 482 - 488)
The article is aimed at researching the theoretical foundations of the concept of branding and forming a conceptual model of branding of the integrated business structures. The concept of branding of IBS is systematized and synthesized by three directions: overview of theories of management of integrated business structures, based on the principle of economic integration; overview of the brand management models based on the principle of brand-oriented management; overview of management approaches, the essence of which is synthesized in the aspect of application to the management of brands of the integrated business structures. Special attention is paid to the factors influencing the efficiency of the process of integration of business structures. Further development of modelling the process of integration branding in the IBS system is of great importance, as the brands of two unifying companies usually have their own identities, unique features within the terms of formation of the brand’s style and philosophy. In such a fundamental issue it is necessary to define the strategy of brand integration, i.e. whether it will be a single brand, a joint brand, a flexible brand or a completely new one.
Keywords: branding, integrated business structure, conceptual model, influencing factors.
Fig.: 4. Tabl.: 2. Bibl.: 10.

Nifatova Olena M. – Candidate of Sciences (Economics), Associate Professor, Department of Entrepreneurship and Business, Kyiv National University of Technologies and Design (2 Nemyrovycha-Danchenka Str., Kyiv, 01011, Ukraine)
Email: [email protected]

Article is written in Ukrainian
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Reference to this article:
Nifatova, Olena M. (2017) “Substantiating the Conceptual Model of Branding of the Integrated Business Structures.” Business Inform 11:482–488.

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