Международное позиционирование бренда в условиях различных культурных контектов [Articol]
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Universitatea de Stat din Moldova
Abstract
The article explores the challenges of international brand positioning in culturally diverse environments. It examines the theoretical foundations of positioning, its role in marketing strategy, and the impact of cultural factors on brand perception. A case study of IM «Efes Vitanta Moldova Brewery» SA is presented, along with an author-developed positioning strategy. Recommendations are proposed for adapting the brand to foreign markets to strengthen competitiveness and increase consumer loyalty.
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БЕСЧАСТНОВА, Татьяна. Международное позиционирование бренда в условиях различных культурных контектов. In: UNIVERSITATEA DE STAT DIN MOLDOVA (USM). Analele ştiinţifice ale Universităţii de Stat din Moldova. Seria „Lucrări studenţeşti”. Ştiinţe exacte. Științe economice, ediția 2025. Chişinău: Editura USM, 2026. pp. 148-150. ISBN 978-9975-77-581-6 (PDF).