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УДК 339.138:339.5:004.9

DOI: https://doi.org/10.36887/2415-8453-2026-3-26

Hutsaliuk Oleksii,
Doctor of Economic Sciences, Professor, Vice-Rector for Scientific and Pedagogical Activities,
Private Higher Education Institution «Rauf Ablyazov East European University», Cherkasy,
https://orcid.org/0000-0002-6541-4912
Bondar Iuliia,
Ph.D. of Economic Sciences, Professor, Associate Professor of the Department of Management and Entrepreneurship
Volodymyr Vynnychenko Central Ukrainian State University, Kropyvnytskyi,
https://orcid.org/0000-0003-2269-6208
Yakusheva Oksana,
Ph.D. of Economics, Associate Professor, Associate Professor of the Department of Economics and Management,
Cherkasy State Technological University, Cherkasy,
https://orcid.org/0000-0002-4849-0323
Hryhorash Stanislav,
Ph.D., Associate Professor of the Department of Management and Administration
Private Higher Education Institution «Rauf Ablyazov East European University», Cherkasy
https://orcid.org/0009-0002-3765-9717

JEL classification: M31, F23, O33, M14

Published: 04.09.2026

The article investigates the theoretical and methodological foundations for developing a sustainable brand marketing system for an enterprise’s foreign economic activity, taking into account the digital modernization of business processes. The essence of sustainable brand marketing, as a systematic activity for developing, positioning, and promoting a brand in international markets through the integration of economic, social, environmental, and digital components, is examined. The main characteristics and functions of sustainable brand marketing aimed at creating long-term brand value, strengthening stakeholder trust, and ensuring the enterprise’s international competitiveness are identified. The principles of developing a sustainable brand marketing system are systematized, including strategic orientation, economic efficiency, social responsibility, environmental balance, customer orientation, authenticity and transparency, international adaptability, digital integration, innovativeness, systemacity, and balance. The system’s component structure is сформовано, encompassing economic, marketing, social, environmental, and digital components, and the key instruments for their implementation are identified. The role of digital modernization in transforming brand marketing through CRM systems, digital analytics, social media, SEO, automation, personalization, and artificial intelligence is substantiated. The necessity of integrating digital technologies into international market research, segmentation, positioning, communication, and brand performance evaluation is justified. The methodological approach to developing a sustainable brand marketing system is improved. It includes strategic diagnostics, goal setting, stakeholder segmentation, development of a value proposition, selection of appropriate tools, program implementation, monitoring, and continuous improvement of the system. It is proposed to evaluate performance according to economic, marketing, digital, social, and environmental criteria. It is substantiated that the proposed approach will contribute to increasing international brand awareness, strengthening competitiveness, and improving the efficiency of the enterprise’s foreign economic activity.

Keywords: brand marketing, brand management, foreign economic activity, digital modernization, digital marketing, sustainable development, international marketing, ESG, enterprise competitiveness.

Rеferences

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The article was received 04.09.2026

Quote article, APA style

Hutsaliuk O. , Bondar I. , Yakusheva O. , Hryhorash S. 04.09.2026. Methodological foundations for building a sustainable brand marketing system for an enterprise’s foreign economic activity considering digital modernization. Ukrainian Journal of Applied Economics and Technology. 2026. №3. 148-152 pp. https://doi.org/10.36887/2415-8453-2026-3-26

Quote article, MLA style

Hutsaliuk O. , Bondar I. , Yakusheva O. , Hryhorash S. Methodological foundations for building a sustainable brand marketing system for an enterprise’s foreign economic activity considering digital modernization. Ukrainian Journal of Applied Economics and Technology. 04.09.2026. https://doi.org/10.36887/2415-8453-2026-3-26