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Personal cabinetMulticontinental Brand Management: Transforming Management Models When Entering the US, Asia, and Europe
Бібліографічний опис статті:
Kostiuchenko Kyrylo. Multicontinental Brand Management: Transforming Management Models When Entering the US, Asia, and Europe//Наука онлайн: Міжнародний електронний науковий журнал - 2022. - №6. - https://nauka-online.com/publications/other/2022/6/07-22/
Анотація: (English) In the context of the rapid globalization of the world economy, effective brand management across multiple continents is becoming a critical success factor for international corporations. Modern companies are faced with the need for a profound transformation of their management models when entering such complex and diverse markets as the USA, Asia and Europe, each of which has unique cultural, legal and economic features. This article provides a comprehensive analysis of key strategies for adapting brands to various regional conditions, considers modern approaches to cross-cultural marketing and global brand management. Particular attention is paid to a comparative analysis of consumer behavior, regulatory requirements and competitive landscapes in each region. Based on current data for the period 2018–2022, analytical graphs are presented that clearly demonstrate the dynamics of the implementation of international brands in different parts of the world. The results of the study will be especially useful for top managers of international companies, marketers and strategists involved in the development and implementation of global expansion strategies in conditions of high market uncertainty.