Zavgorodnia T. Global brands in modern marketing technologies

Processes of brands creation and development in conditions of intensification of international competition and business globalization. Comprehensive analysis of marketing technologies designed to create and develop global brands as well as explain key approaches, priorities and tools of their creation at corporate and national (brand Ukraine) levels. Methods: historical-logical and system approaches, system analysis, synthesis, summarizing, classification, correlation and regress analysis, content analysis. General notion and description of brand has been put across, its place in company's international marketing system has been identified. Influence of global brands over life cycle of goods has been researched. Prerequisites for global branding creation, driving forces and current trends in global branding development have been identified. Analysis of brand management and methods of brands value identification in international econonics have been exercised. The results of the research can be used to develop a strategy for creation of positive image of Ukraine as a subject of global economics as well as in the process of promotion national brands at global market and increasing their competitiveness. Field of using - enterprises, education.