The dissertation develops theoretical provisions, methodological support and developed practical proposals for вrand development and positioning in international markets.
The conceptual apparatus has been clarified by defining the essence of the relationship between the concepts of "brand", "reputation", "image" and "formation and positioning of the company's brand" as a management process, which is represented by a certain sequence of actions to determine values for positioning the company on the market in accordance with expectations and requirements of consumers, suppliers, investors, creditors, competitors on the basis of innovative development, information transparency, reliable partnership, compliance with standards of social and environmental responsibility. The significance of the strategic influence of consumers on the formation and positioning of the company's brand on international markets has been highlighted and proven in the meaningful content of the defined process.
It is substantiated that the theoretical basis of brand formation and positioning in international markets is created by economic theory, competition theory and branding concepts.
It has been proven that when forming and positioning a brand on international markets, it is advisable to rely on the competitive aspect, since high competitiveness of the brand is a guarantee of high profits, a factor in increasing the level of sales due to the purchase of better-known products by consumers, as well as a solution to the problems of entering international markets. Therefore, in order to analyze the influence of factors on the competitiveness of the brand, one should take into account the results of ranking the positions of the brand of the country, the company according to the indicators of the levels: the national brand (Nation Brands Index), the competitiveness of the country (The GCI), the globality of the brand (BGB), the innovativeness of the brand.
The process approach highlights the stages of the brand formation process and focuses attention on the appropriate strategic tools: market analysis as a technical task for a team of marketers or brand managers; positioning, which is represented by an information field and the creation of a brand platform about the uniqueness of the company's product; identification of parameters-differences from competitors; naming through the brand name, forming a corporate style; development of a positioning strategy; development of a brand book as the creation of codified and documented knowledge about the brand.
The developed methodological support for the analysis of positioning and formation of the company's brand on the international market consists of a system of indicators and a set of methods for solving tasks by stages: analysis of trends in global economic development and the interdependence of the national brand and the company's brand; analysis of the innovative positions of global brands on the example of world-leading companies and the construction of models of the dependence of the innovativeness rating (I1) and globality index (I2) of the company on the integral indicator of the company's brand; identification of regularities in the formation and positioning of brands; analysis of conditions for formation and positioning of domestic brands on international markets.
A set of indicators for modeling and evaluating brand positions has been created. The selection of the standard of brand competitiveness is based on the results of the analysis of world rankings of innovativeness and globality of leading companies. To build and evaluate the level of the integral indicator of brand competitiveness, the following indicators were used: equity; current assets; operating and net income; value of shares; sales revenue; goodwill.
The developed methodical approach to the formation and positioning of the company's brand on international markets consists of theoretical provisions and principles-tasks.
The developed strategic toolkit is grouped by information-analytical and organizational components. The information and analytical toolkit consists of techniques, methods and tools: reputation, information and communication audits; analysis of internal documents of financial and economic indicators of business activity; survey of company employees (method 3600); expert survey of target groups; formation of information policy key performance indicators (KRI); balanced system of indicators, parametric system of indicators, calculations of integral indicators of the company's development level.
The analysis of the processes of formation and positioning of brands of domestic IT companies on the international markets of SPETSVUZAVTOMATYKI LLC and SE "EKVUD-BUD" according to the developed system of indicators made it possible to assess the level of competitiveness of their brands and determine measures for updating, ensuring a certain level of their innovativeness and stability of positions.
