Main directions for improving the brand development strategy of international companies using the example of the luxury cosmetics market

The article substantiates the relevance of the need to improve the brand development strategy of international companies. A scheme has been developed to improve the brand development strategy, the basis of which is an analysis of the market and competitors. An assessment of the level of intra-industry competition was carried out using the example of luxury cosmetics companies Hermes, Dior, Chanel. The target audience of a luxury cosmetics brand from international companies has been identified. The features of creating a unified visual style that reflects the values and mission of the company, as well as important components of the development of brand communication, are identified.