This article presents a methodology for modeling the impact of both internal and external environmental carbon emission factors on the resulting indicators of an international company. This research uses picture fuzzy rough sets to model the impact of factors on the resulting indicators as a research method. The proposed model is based on a dataset that includes the company’s profit, revenue, valuation, share price, and market share from 2012 through 2022. This empirical period is optimal for such a type of modeling. An approach of picture fuzzy rough sets based on the time series of endogenous and exogenous variables can provide an opportunity to analyze and consider the consequences of feedback changes in the systems of which they are a part. The article proposes a valuable framework for understanding the complex relationship between carbon emissions, economic factors, and the performance of international companies. The researchers of this study recommend a discussion that attempts to gain a deeper understanding of the challenges and opportunities that lie ahead for international companies in the context of climate change and technological innovation.

The article deals with the relevance of using branding as a concept of company management. The role and significance of the brand in the concept of marketing management as a necessary strategic competitive advantage are shown, as the uniqueness of the image created in the process of branding in this or that area helps to form and maintain strong long-term relationships with the consumer, as well as to turn the brand into a means of satisfying the wishes of consumers, which brings the offering company high tangible and intangible assets. The article considers a successful brand as a resource that increases the market attractiveness and value of the offeror's assets, so there is a desire for effective activities aimed at developing and promoting brands. Branding features in trade, including the development of a trade network brand and own brands, have been studied. The factors forming the identity of the trade network brand and its own brand are considered. Interpretation of elements of a stable trade enterprise brand is offered: - brand name, - logo, - symbol, - special signs, - packing, - slogan performing the tasks of achieving memorability, adherence, adaptability, security. The advantages of developing brand strategies in retail have been defined: the strategy of generic branding, which implies compliance with the minimum requirements for the quality of goods and the price is lower than that of a similar brand of the manufacturer; the strategy of private brand trade promotion, which should ensure the quality of goods comparable to the quality of classical brands of manufacturers, and a strategy of premium branding, which provides a higher quality brand trade than the brand of the manufacturer. The features of brand management in trade organizations are considered. The paper studies and offers digital innovative tools to improve the effectiveness of branding: improvement of digital methods of collection, processing, aimed at creating systems of marketing analytics, specialized tools for analysis of marketing information; organization of interaction with brand consumers in the digital environment using social media, social networks (Facebook, Instagram, Professionals, Odnoklassniki, etc.).), digital platforms for interaction between consumers and suppliers (Booking, Momondo, Airbnb, Uber), various services (Yandex, Traps, Yandex, Money, etc.); automation of planning and implementation of brand operations using systems for automation of marketing activities, such as Integrated Marketing Management, Marketing Resource Management.

The article presents a methodology for modeling the impact of factors of both on-farm activity and environmental factors on the resulting indicators of an international company. The dataset includes the company's profit, revenue, valuation, share price, and market share from 2012 through 2022. This empirical period is optimal for such a type of modeling. Modeling the impact of carbon emissions factors on the resulting indicators is considered based on complex systems theory. Endogenous model variables include indicators of the development of the international company. Predefined model variables reflect the influence of both the external environment and internal factors on the development indicators of an international company. An approach of picture fuzzy rough sets based on time series of endogenous and exogenous variables can provide an opportunity to analyze and consider the consequences of feedback changes in the systems of which they are a part. Based on the results of the analysis of the model construction, it is concluded that picture fuzzy rough sets can be an excellent way to model interdependent social processes.