CROSS-CULTURAL COMMUNICATIONS IN CORPORATE BRAND FORMATION

Abstract

The article examines and conceptually outlines the role and place of cross-cultural communications in the process of corporate branding management. The expediency of defining, building and applying the cross-cultural concept in the theory and practice of corporate branding is methodologically substantiated. A comparative analysis of brand management concepts in the context of cross-cultural communicative interaction is offered. Interrelated elements of the process of scientific research of the factors of the external marketing environment and its direct influence by means of branding as an integral tool for the formation of operational and strategic marketing plans in the context of the implementation of cross-cultural communications in external target markets are presented. A system of factors for the formation of cross-cultural communications is defined as the determining factor for ensuring the commercial success of the enterprise's functioning in the conditions of a highly competitive world market. The importance of the use of cross-cultural technologies in the processes of planning, justification and implementation of corporate branding in the short- and long-term perspective increases in view of the deepening of international integration ties, the strengthening of the interdependence of the product markets of certain groups of countries, as well as the heterogeneity of global commodity markets. In the globalization aspect, the formation of strategic marketing on the basis of close communication with all groups of external and internal stakeholders is considered as a promising process of adaptation to the systematic action of factors of the cross-cultural environment of the global food market. The theoretical and methodological foundations of the formation and implementation of brand management policy from the standpoint of its main system-forming concepts and cross-cultural communication influences on target and contact audiences are also of great importance. The effectiveness of the development and implementation of corporate branding in a strategic perspective is determined by the mechanism of cross-cultural adaptation of the enterprise to external target markets.