The article delves into the influence of Ukraine's national brand on the formation of the image of domestic enterprises in the international arena. Factors that determine this influence are examined, including the country's reputation, perceptions of the quality of its products and services, as well as the level of trust in Ukrainian brands.
The article analyzes the main ways of search promotion of commercial Internet resources and features of their implementation of the promotion process are provided. The analysis of the concept "Internet resource conversion” is conducted, the algorithm of its level evaluation is developed and internal and external factors that contribute to the promotion in the commercial segment are provided. An evaluation of the features of online resources reputation and scheme is developed as well as recommendations for its use in the promotion are submitted.