BRAND COMPETITIVENESS AS A CONDITION FOR DOMESTIC BUSINESS INTEGRATION INTO THE GLOBAL MARKET
Authors:   Ukrainian State University of Science and Technologies, Motiakin Ihor , Faizova Olha ,   Ukrainian State University of Science and Technologies
Published: December 2024

The article highlights the concept of brand competitiveness as an economic category and its connection with the
concept of business entity competitiveness. Emphasis is placed on the determining role of intangible assets, including the brand, in ensuring a sustainable competitive advantage of the organization on the domestic and international
markets. Accordingly, branding in the conditions of global international competition becomes an integral part of
competitiveness policy. The creation of a competitive brand and its effective management is a basic condition for
the integration of domestic product manufacturers into the world market, which determines the urgency of deepening research in this field from the point of view of the European integration prospects of the Ukrainian economy
and its post-war recovery. The purpose of the article is to research the competitiveness of the brand and branding
in the context of the world economy. It was determined that the competitiveness of a brand can be understood as its
ability compared to other brands to remain in the mind of a potential consumer, to be positively evaluated compared to them, and to ensure the growth of business value and its competitiveness on the domestic and international markets. The value of effective branding for creating a competitive brand is analyzed using the example of the fashion
industry. The results of the analysis of the competitive environment of the modern fashion market, according to
M. Porter's model, are presented, taking into account the current state and structure of the world and domestic fashion markets, forecast trends in the development of the international fashion industry. The main problems for the
integration of the domestic fashion industry into the global fashion markets have been identified. According to the
data of the SWOT analysis, the most important directions of integration of the domestic fashion industry into world
markets are formulated. In their list, the following are identified as the most important under modern conditions:
the development of international branding, the franchise of domestic brands, the creation of tolling enterprises, the
emphasis of domestic fashion products on national and patriotic identity, the expansion of the product range and its
perception by the consumer due to the introduction of innovative production and branding technologies, focus on
the production of clothing taking into account progressive fashion trends, development of the Internet market for
fashion products, increasing sales due to the orientation of production to consumers with different income levels
and the use of additional product offers, implementation of state programs to support domestic manufacturers and
import substitution. The result of the analysis of the prerequisites for the integration of the domestic fashion industry
into the world market was the conclusion that the basic condition for this is the appropriate competitiveness of the
brand, which requires the fulfillment of two main requirements: the commercialization of the brand of a high-quality
product and the creation of an emotional and informative component of the brand that forms its value in the mind
of the consumer.