COMPETITIVENESS OF SMALL AND MEDIUM-SIZED ENTERPRISES IN THE CONDITIONS OF MODERN ECONOMIC TRANSFORMATIONS: BRANDING TECHNOLOGIES
Abstract
The article is devoted to a comprehensive study of theoretical and methodological foundations for identifying the competitiveness of small and medium-sized enterprises based on the implementation of branding technologies in the conditions of modern economic transformations. The evolution of scientific views on the essence of enterprise competitiveness and the role of branding as a strategic tool for ensuring it has been analyzed. Differences in the approaches of M. Porter, J.-J. Lambin, P. Kotler to the interpretation of competitive advantages and mechanisms of their formation have been identified. The brand management concepts of D. Aaker, K. Keller, J.-N. Kapferer have been systematized from the perspective of their application in the SME sector. The approaches of domestic scientists to assessing the competitiveness of enterprises in the context of the specifics of the Ukrainian business environment have been critically analyzed. The author's position on the need to integrate classical theories of competitiveness with modern concepts of digital branding has been substantiated. A comprehensive methodology for identifying competitiveness has been developed, synthesizing financial and economic indicators, brand equity metrics, and digitalization indicators. A comparative analysis of the effectiveness of various branding strategies was conducted based on an empirical study of 187 SMEs in Ukraine in 2021-2023. A statistically significant correlation between investments in brand development and indicators of financial performance of enterprises has been established. Critical success factors for branding initiatives have been identified depending on industry specifics, enterprise life cycle stage, and level of digital maturity. The research reveals that enterprises with high levels of branding demonstrate three times higher revenue growth rates, twice the profitability, and significantly better customer lifetime value to acquisition cost ratios compared to enterprises with low branding development. The study emphasizes the growing importance of digital channels in brand communication, particularly in the context of economic instability and digital transformation challenges facing Ukrainian SMEs.
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