Adaptive model of international brand formation: the role of marketing research in strategic marketing

Abstract

This article explores the influence of strategic marketing on the development of international brands, combining theoretical foundations with practical case studies of global companies and a Ukrainian agribusiness. Based on the analysis of scholarly works, and Ukrainian researchers the study investigates how long-term marketing strategies help build competitive and recognizable brands in diverse cultural and market environments. Three global case studies — Apple, IKEA, and Tesla — demonstrate different approaches to balancing global brand identity and local adaptation. Apple employs a high standardization strategy, emphasizing innovation and simplicity. IKEA combines global consistency with market-specific adjustments. Tesla leverages innovation and sustainability to appeal to international audiences, supported by strong digital presence and cultural flexibility. The Ukrainian case of Agro-Ros, a major organic grain producer in Cherkasy region, illustrates the challenges and opportunities in international branding for regional agribusinesses. Despite its European organic certification and 40% export share, Agro-Ros lacks strategic brand visibility abroad. The study suggests that applying an adaptive model of strategic marketing, focused on positioning, cultural sensitivity, and digital engagement, can significantly enhance Agro-Ros’s international brand recognition and competitive strength. The article proposes a five-step adaptive model for international brand building and highlights the potential of Ukrainian regional enterprises, such as those in Cherkasy region, to integrate into global value chains through strategic marketing.