FEATURES OF BRAND MANAGEMENT AND ITS PLACE IN INTERNATIONAL BUSINESS

This article examines the theoretical essence of the concept of «brand» and «brand management» and their characteristics. The conventional definitions of «brand» and «brand management» developed by foreign scientists known in the field of branding were analyzed. The main aspects and features of brand management were investigated and revealed. Also, the key elements of brand management and actual statistical results in the field of branding were investigated in the work. The article also explored the advantages and disadvantages of brand development in international business. Goal. The purpose of the study is to theoretically substantiate the features of brand management and its place in international business, to analyze the positive and negative practical aspects of brand management when companies enter international markets. Materials and methods. Works of domestic and scientific authors, theoretical generalization of materials, analysis of works and logical generalization of results. The results. The work analyzed and systematized information about brand management, its features and its place in international business. Prospects. Features of brand management are an important factor for the development of international business in the conditions of globalization, in further scientific research it is worth considering brand management strategies.