EFFECTIVENESS OF BRANDING STRATEGIES OF UZBEKISTAN'S MULTINATIONAL COMPANIES IN INTERNATIONAL MARKETS

Аннотация

In today's global marketplace, Multinational Companies (MNCs) need to set up effective marketing policy in order to be competitive. Depending on the structure of the company and the products offered, MNCs can use different strategies. There are certain characteristics that will affect the type of strategy chosen. In order to reach economies of scale and scope, many MNCs standardize their branding- and marketing activities. However, MNCs are often required to adapt to local preferences and cultures. The purpose of this project is to investigate the branding strategies of Uzbekistan's MNCs in international markets. Two research questions were addressed: how can the branding strategies of MNCs in international markets be described and how can the factors determining MNCs' choice of branding strategies in international markets be described.