ADAPTIVE BRAND MANAGEMENT IN THE POST-GLOBALIZATION ERA: BETWEEN REGIONAL REALITIES AND GLOBAL CHALLENGES

Abstract

This article explores the specific features of adaptive brand management in international companies under post-globalization conditions. It analyzes how shifts in the global context—driven by geopolitical conflicts, economic fragmentation, rising nationalism, and digital transformation—necessitate a rethinking of traditional brand management models. The study outlines key regional factors influencing the development of adaptive strategies, including the cultural, political, and social specifics of local markets. New approaches to brand governance are identified, such as agile management, decentralization, localization, and digital personalization. The research emphasizes that these transformations redefine the nature of brand management, shifting it from a standardized, globally unified approach toward flexible, context-sensitive frameworks that account for cultural heterogeneity and regional diversity. It highlights the growing strategic importance of cultural intelligence, stakeholder engagement, and digital adaptability in ensuring brand consistency across fragmented global markets. The article also explores how international corporations balance global brand identity with local authenticity, integrating corporate values into diverse cultural and institutional environments. The article presents real-world case studies of transnational companies that demonstrate the effectiveness of adaptive strategies in a complex and unpredictable global business environment. A conceptual adaptive model of brand management is proposed for conditions shaped by post-globalization factors. The findings confirm that adaptive brand management is a coherent paradigm that integrates politically attuned positioning, the regionalization of brand architecture, social responsibility, personalized communication, agile approaches, and the development of the brand as an open ecosystem. The analysis concludes that adaptability has become a critical condition for preserving brand value, reputation, and competitiveness in the post-globalization era, ensuring brands remain relevant, resilient, and socially responsive.