Methodological framework for integrated business structures branding development in Ukraine

Abstract

he integrated business structures performance is underpinned by a wide range of external and internal factors that from a business unit perspective may have positive or negative implications for brand building. Moreover, in the context of business integration, the in- teraction among individual business units is of paramount importance that dramatically afects the performance of the entire business structure. he research objective is to provide a methodological framework for branding development through the calculation of inte- grated complementary and synergistic efects indicators, based on their compliance with the criteria of congruence and compatibility within architectonic elements of integrated business structures. he methodological toolkit design to estimate the integrated indices for complementary and synergistic efects involves the following stages: building a set of partial indicators for assessing complementary and synergetic efects, developing an algo- rithm to calculate an integrated index for complementary efect from internal and external brand interactions within integrated business structures (IBS), developing an algorithm to calculate an integrated index for a synergetic efect from brand integration within a busi- ness structure, individual business unit brand classiication by diferent complementary and synergistic efects manifestations. he proposed methodological approach contributes to facilitating brand integration in mergers and acquisitions, as well as enhancing the allocation efectiveness of portfolio roles of integrated business structure brands in product ofering in the integration framework.