Ukraine: «Do not open very widely for free trade yet you do not have a solid national
industrial base. Symmetric economic integration - between equal - good for both sides.
Asymmetric integration tends to make poor partners poorer» [3, с.10].
The level of the current parity of the foreign trade balance of France and Ukraine
can be established as a result of qualitative analysis of the use of branding in the
national economy of the countries. Branding is defined as an economic phenomenon,
the system-creating effect of which is used to increase the competitiveness of various
objects of the national economy, where the brand plays the role of an effective tool of
economic development, establishing a link between the object of branding and
consumers, ensures achievement of the objectives of the owner due to satisfaction of
consumer expectations through the mechanism of stable associative perception of the
totality of its values [5, р. 17]. It is no coincidence that the brand is considered in the
context of the study of strategic partnership as an integral element of the equivalent
cooperation between France and Ukraine, since, on the one hand, branding is the result
of industrialization of the country, which ensures an increase in labor productivity,
expansion of the range of products, its stable quality, high profitability, increase of
purchasing power of the population, increase of the consumer market; and, on the other
hand, the dynamics of the development of its commercial forms (brands of goods and
services) and non-commercial forms (the national brand of the country) demonstrates
significant efficiency and prospects on the world market.
The analysis of TOР-500 commercial brands of the world in the version of
BrandFinance provided an opportunity to formulate the following conclusions
regarding the topic of research:
1. The number of French brands included in TOP-500 commercial brands of the
world according to BrandFinance in 2018 is 33, with the brand list includes Perfume-
8; Telecom - 4; Bank and Energy, oil, gas - by 4; Clothing and footwear - 3; Cars- 2;
Aircraft and Food - by 1; Others - 4. None Ukrainian brand not hit the Top-500;
2. Most French brands are high-tech, that is, those that create great added value
and stimulate the national economy for further development.
Activation of the branding process in the world and France continues in the XXI
century, as evidenced by BrandFinance's analytical data on the geographical structure
of commercial brands in the global market, which is presented in Fig.12.
Figures are presented in Fig. 12 show the current leadership of the United States,
a significant share of Asian brands of 31,3% (China, Japan, South Korea) and a fairly
large share of French commercial brands - 5% (or 280,2 $ USA billion) in the world
market for goods and services in 2018, which, in our opinion, is a visible indicator of
strategic actions for Ukraine.
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