Corporate Brand Development within the Framework of Relationship Marketing: Silver Economy Orientations

Abstract

The study aims to analyze global and domestic trends in corporate brand development within the context of adaptation to the 50+ consumer segment; to substantiate the conceptual foundations of brand management in the relationship marketing system oriented toward the demands of the "silver economy"; and to identify interaction tools and brand value-building mechanisms in partnership with the "silver generation."

The methodological framework of the research comprises: a systematic and comparative analysis of the practices of global and Ukrainian leading brands; methods of classification and logical grouping of the brand's functional roles within the coordinates of relationship marketing; and descriptive analysis and systematization of brand-building tools in the silver economy environment.

The study examines the genesis of the "silver economy" concept and traces its evolution into the "longevity economy." A paradigm shift has been identified: a transition from perceiving population aging as a "financial burden" for the state to recognizing it as a driver of innovation and economic growth. The transformation of global brand practices is analyzed, and the industry-specific features of Ukrainian companies regarding silver-aged stakeholders are identified. The tools for corporate brand interaction with the "silver generation" within the framework of relationship marketing are systematized. It is concluded that corporate brand development in modern coordinates requires the implementation of a "sensitive branding" model.

The practical significance of the study lies in the possibility of using the results to optimize brand communications and develop engagement tools based on strengthening partnerships and the experience of stakeholders aged 50+.