ІННОВАЦІЙНА КОМПОНЕНТА СТРАТЕГІЇ КОНКУРЕНТОСПРОМОЖНОСТІ ГЛОБАЛЬНИХ БРЕНДІВ

Анотація

Urgency of the research. Innovations as the key process of the modern development of the world economy provide intellectualization of all processes of public recreation that are accompanied by the changes of basic trends of economic development and formation of the new global competition leaders. It stipulates the becoming of the special competition status of market subjects, where the result of innovation - creative activity is provided by the process of transmission of value and identity of company to the world consumer of global brands. Target setting. The innovative component has become the key source of competitive edges, that allow the entities of the menage form the leading positions on world markets, using the special type of innovative culture, stimulating an innovation and forming potential global brands. Actual scientific researches and issues analyses. The question of the selection of the innovative component of the competitiveness of global brands devoted the works of such well-known scientists, as N. Kаpferer, F. Коtler, D. Bouen, and others. Problems related to the creation of successful brands are highlighted in the works of К. Verkman, G. Charmenson, A. Filipenko, V. Shevchuk. The research objectives. The objectives of this article is the identification and justification of the role of the innovative component in the strategies of the software of the competitiveness of the global brands. The statement of basic materials. In the article investigated the processes of the formation of global brands in the context of ensuring their competitiveness on the basis of their innovation potential Conclusions. In the article conclusions are made about the necessity of designing and positioning of innovation brand identity by business entities in order of the software of their global competitiveness and attracting innovative development resources.

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