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The Marketing Strategies for Forming a Competitive Brand in International Markets
Ivanienko V. V., Kovalchuk K. V.

Ivanienko, Viktor V., and Kovalchuk, Krystyna V. (2022) “The Marketing Strategies for Forming a Competitive Brand in International Markets.” Business Inform 1:444–450.
https://doi.org/10.32983/2222-4459-2022-1-444-450

Section: Management and Marketing

UDC 339.138:[658:005.332]

Abstract:
The article analyzes the essence and features of the application of marketing strategies for the formation of a competitive brand. Both the individual and the distinctive characteristics of the brand are examined. The reasons for the formation of brand relevance are given. It is determined that the brand is an important asset of the company, and the effective development of the company’s strategy should include the determination of the calculation of the trademark capital. A detailed list of components of the brand capital of the enterprise is presented. It is defined that with increasing competition, increasing attention is paid to the activation of the use of the method of promoting goods to the market, the growth of communicative influence on the target segments, an increase in the arsenal of components of the promotion complex through the use of non-standard methods of marketing communications. In the course of the research, the components of the brand are distinguished. A competitive brand is a very important process of the marketing component, bringing the product to the market, creating the face of the company. Given the position of the enterprise in the market and its scale, it is possible to record the growth of brand competitiveness. A research of competitiveness focuses on describing and evaluating component parameters and introducing a competitive advantage among other, existing brands. Branding is a form of diversity of almost identical products in the markets, but with the opposition of individuality. Branding activities are aimed at creating long-term consumer preferences, which include active ways to promote and position a particular product. A competitive brand is a brand that has advantages over other brands in terms of indicators that are characteristics of product competitiveness (quality, price, innovation activity), image and reputation characteristics of products and enterprises, its position in the market.

Keywords: brand, marketing communications, components of trademark capital, brand relevance, marketing strategies for forming a competitive brand, components of the brand.

Fig.: 1. Tabl.: 3. Bibl.: 8.

Ivanienko Viktor V. – Candidate of Sciences (Economics), Professor, Department of International Economic Relations, Simon Kuznets Kharkiv National University of Economics (9a Nauky Ave., Kharkiv, 61166, Ukraine)
Email: [email protected]
Kovalchuk Krystyna V. – Postgraduate Student, Department of International Economic Relations, Simon Kuznets Kharkiv National University of Economics (9a Nauky Ave., Kharkiv, 61166, Ukraine)
Email: [email protected]

List of references in article

“Biznes dlya biznesa (V2V)“ [Business to Business (B2B)]. Zapiski marketologa. http://www.marketch.ru/marketing_dictionary/marketing_terms_b/b2b/
Bratko, O. S. Marketynhova polityka komunikatsii [Marketing Communications Policy]. Ternopil: Kart-blansh, 2006.
Petrovych, I. M., and Prokopyshyn-Rashkevych, L. M. Ekonomika i finansy pidpryiemstva [Economics and Finance of the Enterprise]. Lviv: Mahnoliia, 2014.
Portna, O. V., and Yershova, N. Yu. Analiz hospodarskoi diialnosti [Analysis of Economic Activity]. Lviv: Mahnoliia, 2015.
Prikhodko, Yu. “Strategii konkurentnogo razvitiya vedushchikh proizvoditeley na mirovom rynke grazhdanskogo aviastroeniya“ [Competitive Development Strategies for Leading Manufacturers in the Global Civil Aircraft Industry Market]. Ekonomicheskiye strategii, no. 5 (2010): 22-27.
“Raznitsa mezhdu B2B I B2C internet-magazinami: 10 neochevidnykh otlichiy“ [The Difference between B2B and B2C Online Stores: 10 Subtle Differences]. https://www.agora.ru/blog/raznica-mezhdu-b2b-i-b2c-internet-magazinami-10-neochevidnyh-otlichij
“Global Discover the Kantar BrandZ“. Most Valuable Global Brands. https://www.kantar.com/campaigns/brandz/global
“What are the differences between B2B market research and B2C market research“. https://www.intotheminds.com/blog/en/differences-b2c-b2b-market-research/

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