FORMATION OF BRAND-SPACE IN A GLOBALIZING ECONOMY

Author examined the role of new information and communication technologies in the modern development forms of the brand. New forms of brand: informative – a brand-network and organizational - a brand-community are analyzed. The integrative properties of brand-space for effective functioning of all forms of brand: product, service, network, company, person, community, territory are Investigated. The subject of research is theoretical and methodological foundations of modern transformation of brand forms, which contributed to the appearance of his fundamentally new forms: informative and organizational. Purpose of this article is to substantiate the conditions of emergence and development of a new forms brand: informative – a brand-network, organizational - a brand-community and to research the integration properties of brand-space. During the research used a principle of systems general communication and situational approach to the brand forms that allowed to distinguish new forms of the brand and define the integrative brand-space that require detailed analysis. The practical significance of the results is consists in the use them for the development of brandproducts, brand-services, brand-companies, brand-persons, brand-territories promoting through social networks and communities, which increases the effectiveness of branding. Conclusions. The rapid development of information and communication technologies has created conditions for the emergence of new forms of brand: informative (brand networks) and organizational (brand communities). Brand-space provides effective communication between all forms of brand has global character and performs integration function.