The National Transport University Bulletin

Abstract

The main trend in the management of brands of the international company today is the confrontation of strategies of globalization and adaptation of brands in the global market. This trend gives rise to a number of factors that must be taken into account in the brand management of international companies. Рurpose of the study – generalization of theoretical approaches to brand management and identification of the main factors influencing the successful creation of the brand, ensuring the effective operation of international companies in modern business conditions using the concept of integrated brand management. Methods of research – theoretical generalization, systematic analysis of innovative approaches to brand management. The main approaches to brand management of international companies are identified and the main factors that must be taken into account in the brand management of international organizations to ensure effective operation in modern business conditions.

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