STRATEGIC BRAND MANAGEMENT AND ORGANISATIONAL ADAPTATION IN MOLDOVA

Igor Belostecinic

doi:10.36004/nier.es.2026.2-04

Authors

Igor Belostecinic PhD in Economics, Department of Economic Theory and Marketing, Faculty of Economic Engineering and Business, Technical University of Moldova https://orcid.org/0009-0000-1422-9824

DOI:

https://doi.org/10.36004/nier.es.2026.2-04

Keywords:

strategic brand management, brand equity, digital transformation, organisational resilience, transition economies

Abstract

This study examines strategic brand development and adaptation in Moldova from 2022 to 2026, focusing on the transition from trademark protection and promotional activities towards integrated brand management. Using a qualitative multiple-case approach, the research analyses five Moldovan brands—Château Purcari, MAIB, Cricova, StarNet and Tucano Coffee—across four dimensions: strategic brand management, digital transformation, adaptation to external economic changes and international market orientation. The analysis draws on corporate disclosures, publicly available business information and secondary market data.

The findings identify common strategic practices alongside significant sectoral differences. Digital customer experience and service development are particularly relevant in banking and telecommunications, whilst product differentiation, brand heritage and international market positioning play a greater role in winemaking and hospitality. The results suggest that effective brand development involves aligning organisational capabilities, customer relationships and market positioning with changing business conditions. The study contributes to the understanding of strategic brand management in small transition economies by highlighting the importance of context-specific approaches to brand development. Although the findings provide qualitative support for the role of integrated brand management, the direct effects of these practices on brand equity and organisational resilience require further empirical investigation.

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