Published: Aug 25, 2023

  Svitlana Kovalchuk

  Iryna Perevozova

  Dmytro Kobets


The research is devoted to the development of scientific and practical recommendations for the realisation of branding of interfirm cooperation in the conditions of digitalisation of the economy. In order to assess the effectiveness of branding in interfirm cooperation, a scientific and methodological approach is proposed, according to which the process of substantiation of the decision of the management concerning the choice of a variant of branding for each enterprise-participant and interfirm interaction, in general, takes place on the basis of a combination of periodic marketing research of brand recognition and construction of an economic and mathematical model of branding. The approach is based on the following statements: several enterprises that can interact are involved in production and trading activities; coherence of inter-firm interaction can have different length and number of participants, cover different functions (supply (S), production (P), logistics (L), trade (T)); at least one participant in inter-company interaction is involved in the branding process; brand effectiveness is assessed on the basis of brand awareness based on periodic market research. The research focuses on the branding processes that arise from the inter-firm interaction of participants in production and trade chains. The subject of the research is the theoretical, methodological, organisational and applied aspects of the implementation of branding in inter-firm interaction in the context of the digitalisation of the economy. The research methodology includes various theoretical and practical principles and positions from economic theory, macroeconomics, microeconomics, systems theory, leading studies in the fields of management theory, marketing and management of marketing activities, and branding. The following methods were used throughout the research: economic generalisation, abstraction, systematisation, analysis and synthesis – to establish theoretical and methodological foundations and to clarify the concepts of "brand", "branding" and "production-trade chain"; classification – to define the content of the branding; economic-statistical and historical analysis, abstract-logical methods – to identify and analyse the impact of existing communication and information technologies on the development of Ukrainian branding; marketing research methods – desk analysis, expert evaluation and online surveys to develop an evaluation methodology for the effectiveness of inter-firm branding in production and trade chains; scientific abstraction – to establish a comprehensive approach to building the mechanism of inter-firm branding in production and trade chains; graphical and tabular methods – for the visual presentation of theoretical and analytical research results; methods of integral calculus and economic analysis – to formulate scientific and practical approaches to making strategic decisions about inter-firm branding in the context of the digitalisation of the economy. The aim of the research is to deepen theoretical and methodological positions and to provide practical recommendations for the implementation of branding in inter-firm interaction within production and trade chains. Conclusions of the study: the comprehensive approach to building the mechanism of interfirm branding combines conceptual approaches to branding and the concept of forming interfirm interaction for the implementation of branding in one of its variants; the application of a comprehensive approach to building the mechanism of inter-firm branding makes it possible to consider the interrelationship and mutual influence of production and trade activities and to achieve a synergistic effect from the use of branding throughout the entire production and trade chain; the implementation of the mechanism of inter-firm branding is reflected in a scientific-practical approach to making strategic decisions on branding in production and trade chains. This approach emphasises the importance of branding activities at each stage of product creation and promotion, based on branding algorithmisation, and provides specific recommendations for all participants in the chain, resulting in increased effectiveness of their marketing activities.

How to Cite

Kovalchuk, S., Perevozova, I., & Kobets, D. (2023). EFFECTIVENESS OF BRANDING OF INTERCOMPANY COOPERATION IN THE CONTEXT OF ECONOMY DIGITALISATION. Baltic Journal of Economic Studies, 9(3), 116-124. https://doi.org/10.30525/2256-0742/2023-9-3-116-124
Article views: 413 | PDF Downloads: 197



brand, branding, inter-firm interaction, inter-firm interaction branding


Moore, M. (2016). David Aaker. Aaker on Branding: 20 Principles that Drive Success. New York, NY: Morgan James Publishing (2014) pp. 208. Journal of Marketing Channels, vol. 23(3), pp. 162–163. DOI: https://doi.org/10.1080/1046669x.2016.1186475

Biedenbach, G., Biedenbach, T., Hultén, P., & Tarnovskaya, V. (2022). Organizational resilience and internal branding: Investigating the effects triggered by self-service technology. Journal of Brand Management. Available at: https://link.springer.com/article/10.1057/s41262-022-00275-9

Kalach, G. M. (2020). Models of brand assessment in the conditions of digitalization of business. Entrepreneurship and Trade, vol. 27, pp. 26–30. DOI: https://doi.org/10.36477/2522-1256-2020-27-04

Oh, T. T., Keller, K. L., Neslin, S. A., Reibstein, D. J., & Lehmann, D. R. (2020). The past, present, and future of brand research. Marketing Letters, vol. 31(2–3), pp. 151–162. DOI: https://doi.org/10.1007/s11002-020-09524-w

Cova, B., Cantone, L., & Testa, P. (2022). Giving form to future branding realities. Journal of Service Management. DOI: https://doi.org/10.1108/JOSM-02-2022-0048

Kovalchuk, S., Gritsenko, S., Yaroshenko, I., Semyhulina, I., & Kobets, D. (2021). Structural changes in economy of the regions in the context of digitalization. Laplage em Revista. DOI: https://doi.org/10.24115/s2446-6220202173c1676p.669-681

Kotler, P., Kartajaya, H., & Setiawan, I. (2016). Marketing 4.0: Moving from Traditional to Digital (1st ed.). Wiley.

Tanasiichuk, A., Hromova, O., Kovalchuk, S., Perevozova, I., & Khmelevskyi, O. (2020). Scientific and methodological approaches to the evaluation of Marketing Management of enterprises in the context of international diversification. European Journal of Sustainable Development, vol. 3, p. 349. DOI: https://doi.org/10.14207/ejsd.2020.v9n3p349

Oneto, K. (2018). The Book of Brand Mythology. 15 brand fallacies debunked. The Agency Oneto.

Huang, J. (2015). A Review of Brand Valuation Method. Journal of Service Science and Management, vol. 08(01), pp. 71–76. DOI: https://doi.org/10.4236/jssm.2015.81008

Hollebeek, L. D., Clark, M. K., Hammedi, W., & Arvola, R. (2021). Cocreated Brand Value: Theoretical model and propositions. Journal of brand management. Available at: https://link.springer.com/article/10.1057/s41262-021-00235-9

Shetty, K., & Fitzsimmons, J. R. (2021). The effect of brand personality congruence, Brand Attachment and Brand Love on loyalty among Henry's in the luxury branding sector. Journal of Fashion Marketing and Management: An International Journal. DOI: https://doi.org/10.1108/JFMM-09-2020-0208

Swanson, D., Goel, L., Francisco, K., & Stock, J. (2018). An analysis of supply chain management research by topic. Supply Chain Management, vol. 23(2), pp. 100–116.

Flint, D. J., & Mentzer, J. T. (2014). Striving for integrated value chain management given a service-dominant logic for marketing The Service-Dominant Logic of Marketing: Dialog, Debate, and Directions, pp. 139–149.

Krykavskyy, Y., Pokhylchenko, O., & Hayvanovych, N. (2019). Supply chain development drivers in industry 4.0 in Ukrainian enterprises. Oeconomia Copernicana, vol. 10(2), pp. 273–290.

Dobrovolska, K., & Kovalchuk, S. (2019). Problematic aspects of trade manufacturing chains branding. Technology Audit and Production Reserves, vol. 5(4(49)), pp. 36–39. DOI: https://doi.org/10.15587/2312-8372.2019.181965

Voloshyn, O. F. (2010). Models And Methods of Decision Making (2nd ed.). VPC Kyivskiy Universytet.

Romanuke, V. V. (2018). Decision making criteria hybridization for finding optimal decisions’ subset regarding changes of the decision function. Journal of Uncertain Systems, vol. 12(4), pp. 279–291.

Romanuke, V. (2016). Evaluation of Payoff Matrices for Non-Cooperative Games via Processing Binary Expert Estimations. Information Technology and Management Science, vol. 19(1), pp. 10–15. DOI: https://doi.org/10.1515/itms-2016-0004

Hmurman, V. E. (2003). Theory of Probability and Mathematical Statistics (9th ed.). High school.

Di Bella, G., & Grigoli, F. (2019). Optimism, pessimism, and short-term fluctuations. Journal of Macroeconomics, vol. 60, pp. 79–96. DOI: https://doi.org/10.1016/j.jmacro.2019.01.010

Romanuke, V. V. (2016). Multiple State Problem Reduction and Decision Making Criteria Hybridization. Research Bulletin of the National Technical University of Ukraine “Kyiv Politechnic Institute,” vol. 2, pp. 51–59. DOI: https://doi.org/10.20535/1810-0546.2016.2.61603