Annotation: The article reviews the current state and development of types of trademarks in Ukraine, the European Union, and the United States. Trademarks and their classification in connection with the marks used are considered. The author of the article clarifies the conditions under which this or that designation can be registered as a trademark under the legislation of Ukraine, the European Union, and the United States.

Annotation: (Українська) У статті здійснено аналіз сучасних систем допомоги водію при гальмуванні в екстрених умовах та їхнього рівня вдосконалення. Розглянуто основні напрямки розвитку систем активної безпеки, спрямовані на підвищення безпеки дорожнього руху.

Annotation: Introduction. Corporate Social Responsibility (CSR) is important for several reasons: creating stable relationships, companies that take CSR measures create stable and long-term relationships with their stakeholders, including employees, customers, suppliers, and society as a whole. Preservation of reputation: CSR activities help corporations maintain and improve their reputation among consumers, investors and other stakeholders. Impact on social issues: CSR can have an impact on various social issues such as poverty, unemployment, climate change, etc. by funding projects and initiatives aimed at addressing them. Ensuring sustainable development: By incorporating social and environmental aspects into their operations, corporations contribute to the sustainable development of society. For several years now, a research perspective that can be characterized as a "relational view" has been gradually emerging in economic science. In economics, various research programs have contributed to this trend. Examples include institutional and organizational economics, as well as several variations of the resource-based view of the firm, which increasingly focus on relational elements such as relational contracts, relational governance, and relational exchange. These relational elements serve as fundamental aspects of understanding economic transactions and value creation in global and regional networks. Purpose. The purpose of the article is to study and analyze the role of Corporate Social Responsibility (CSR) from a relational viewpoint, focusing on the consideration of innovative approaches to this issue. The main goal is to identify and unlock the potential of CSR in strengthening the relationships between companies, consumers, the public and other stakeholders, which contributes to the sustainability and competitiveness of enterprises. The study also aims to identify the most effective innovative approaches to implementing CSR in business practice and determine their impact on the economic, social and environmental development of society. Materials and methods. The research is based on the works of domestic and foreign authors conducting their scientific and practical research on relational structures in institutional and organizational economics, resource-based view of a company or bank, organizational studies, behavioral economics and economic sociology. In the course of the study, the following scientific methods were used: theoretical generalization, formalization, analysis and synthesis (to create a corporate social responsibility program); logical generalization of results (formulation of conclusions). Discussion. Further research can open up new areas of activity in the field of CSR from a relational perspective, contributing to the further development of theoretical and applied aspects of these concepts, and the results of the study can contribute to the development of practices that promote social and environmental well-being, increasing the level of social responsibility in business.

Annotation: The main systems of e-book visualization assigned for maximal simplification of their secured edition on electronic resources.

Annotation: Introduction. The article focuses on the segmentation of the global FinTech market and global trends in this market. It provides an understanding of the areas where large-scale investments are made through venture capital, mergers and acquisitions, and private placement of shares. It also provides a clearer picture of the financial future of FinTech. Purpose. The article explores the new technologies that are changing the way banks, financial institutions and other companies operate in a global context. It examines the important trends, leadership strategies and challenges faced by companies seeking to remain competitive in this rapidly changing environment. The main objective of the article is to highlight how fintech innovation is defining leaders and shaping the future of the international financial market. The article highlights the importance of strategic leadership for fintech companies, as well as the impact of innovative solutions on financial stability and the development of international financial systems. Discussion. Defining strategic leadership in FinTech will provide an understanding of the key principles of success and the direction of their development. Forecasting the future development of the FinTech industry and its impact on the international financial market, as well as considering the challenges and opportunities and the impact of regulation on their further development and the response of companies to them.

Annotation: The article examines the historical emergence of the term «conflict transformation» and its interpretation in terms of international political practice of conflict resolution. The main differences between the terms «resolution», «management» of conflicts and conflict transformation are identified. The structure of conflict transformation, consisting of seven main aspects based on such principles as cooperation, personal development, communication, understanding, empathy, is studied. The GIAM model developed by modern scientists, which is aimed at implementing the practice of conflict transformation in the educational process, specifically during physical education classes, is investigated. The structure of the model, the main strategies used during classes, and the advantages of the model in the modern practice of working with conflicts in a student group are determined.

Annotation: The article deals with psychological factors preventing the development of loneliness syndrome in first-year students. The concept of loneliness is considered in the article as a certain psychological and social state of personal isolation, alienation, accompanied by frustrating, depressive and anxious manifestations, supplemented by a feeling of uselessness. The emergence of loneliness in first-year students is caused, first of all, by individual personal characteristics (low self-esteem, shyness, inability to establish contacts on an interpersonal level, fear of rejection); the age characteristics of the development of persons of youth age as such, which is characterized by crisis; microsocial features, the nature of family relationships, patterns of upbringing, unforced stressful circumstances, in particular, loss of a loved one, divorce of parents; macrosocial features represented by the political, socio-economic situation in the country and the world, etc. The analysis of the functional features that accompany the subjective experience of loneliness by first-year students inspires a conclusion regarding the dependence of the features of the reception of loneliness by a person directly determined by his individual personal characteristics. However, the chances of successfully and effectively overcoming the mentioned problem are significantly increased if signs of loneliness and alienation are detected in a timely manner, as well as a clear definition of the causes of these psychological phenomena. Social and psychological training is proposed as an effective form of overcoming the loneliness syndrome in first-year students. This form of work represents learning through the acquisition and understanding of life experience, which is modeled in the group interaction of people. The training to overcome the consequences of experiencing loneliness among first-year students should be based on such principles as modeling the situation of novelty and uncertainty, the playful nature of the interaction between the participants and the trainer, positive feedback, refusal to criticize the content of the work, the balance between intuition and critical thinking , retrospective construction of parallels between the content of classes and life experience of the participants, wide use of means of visual and plastic expression.

Annotation: Sales promotion is an important component of a successful busine ss. In today's competitive environment, companies must be ready to use a variety of different strategies to increase sales of their goods and services. Sales promotion includes a set of means aimed at causing a faster or stronger reaction in the market response to the product offer. The main components of the quality of sales promotion are, first of all, attractiveness, informativeness, motivation to make a purchase, unobtrusive methods of action, variety of techniques and means of stimulation. This article aims to analyze and evaluate the effectiveness of various sales promotion-marketing measures by carefully examining the impact of these activities on consumer behavior and decisions. In addition, the article considers the key components that are decisive for the successful implementation of sales promotion marketing measures, in particular, their influence on the formation of a positive perception of a product or service, the creation of the probability of purchase and the construction of long-term relationships with consumers. Research materials are scientific and practical research and work in the field of marketing measures for sales promotion, both domestic and foreign authors. The article analyzes the latest publications on marketing trends and tools used to increase sales. The main results of this article are the analysis of sales promotion measures and expected results; advantages and disadvantages of sales promotion tools are considered. The planning stages of the sales promotion program, the selection of two main criteria, which are used to develop a sales strategy and increase its volumes, were studied. Attention was focused on important aspects of the development of the sales promotion system. The use and planning of marketing measures to increase sales volumes, their integration into the development plan and strategy of companies will allow to increase economic and financial indicators, improve communication with the mass consumer, personalize offers and create a sustainable competitive advantage in the market.

Annotation: This article provides an in-depth analysis of the problem of gender inequality in Ukraine, in the context of the process of its European integration. The research is based on the use of various methods of analysis, among which correlation analysis, descriptive analysis and the taxonomy method occupy a significant place. These methods allow for a thorough examination of six key indicators of gender inequality, which include the employment gap, education levels, wages, social support and women's representation in parliament. As a result of the analysis, it was established that the gap in employment and the level of education are decisive factors that affect the opportunities of women in society. The analysis of indicators of gender equality shows that Ukraine, although entering the socio-cultural context of the European Union, remains at the bottom level of the rating among European countries. Despite this, the country has some achievements, in particular, indicators that exceed the average values in terms of the employment rate, the number of women with incomplete secondary education and the level of social support. However, it is worth noting that there are shortcomings, such as the low level of representation of women in parliament, as well as the gender gap in employment and wages. This requires attention and development of strategies to further improve the situation. It is noted that the preservation of gender inequality becomes a serious challenge for Ukraine, especially in the context of the desire for European integration. The conclusions of the article indicate the need for urgent action to reduce these inequalities. The results of the analysis open wide opportunities for further research and development of programs and initiatives aimed at improving the state of gender equality in Ukraine and its adaptation to European standards. Including, conducting a cluster analysis for a deeper understanding of the classification of countries by the level of gender inequality, as well as the formation of strategies for improving low indicators of equality with the aim of raising Ukraine in the rating.

Annotation: The article examines the essence of the concept of "marketing pricing policy" and establishes that it is important in today's conditions, as it allows to correctly define the purpose, tasks, types, functions of marketing pricing and provides the basis for making quality decisions regarding the pricing process at the enterprise. The marketing price strategy is a strategic direction of the company's marketing price policy, which is based on actions to form a forecast price level and plan its effective use. Peculiarities of formation of marketing price policy at "FAVORIT ZNAK" LLC enterprise are considered. It was established that in the process of pricing, "FAVORIT ZNAK" LLC uses a cost method that does not provide flexibility in pricing and makes it impossible to quickly adapt to changes in the external and internal environment, which significantly narrows the work with prices. At the stages of pricing formation at the enterprise, there is a problem of inconsistency of goals between the responsible units, and there is no evaluation of the effectiveness of the pricing policy.