Digital branding: innovative approaches in the context of the transformation of the Ukrainian market during the war

Abstract

The article focuses on the study of innovative approaches to digital branding and their impact on the transformation of the Ukrainian market, taking into account the unique challenges and opportunities that arise in times of war.

Methods. The methods of analysis, synthesis, comparison and generalization were used to analyze the topic.

Results. The article discusses digital branding as an important new direction in marketing aimed at supporting various areas and types of economic activity. It helps to improve the performance of enterprises, increases brand awareness and creates new opportunities for their promotion. The author discusses how a digital brand is formed and developed in the digital environment, including the Internet and other digital media. The main marketing tools of digital branding include discounts for regular customers, interaction with customers to clarify the pricing of advertising services, offering additional services at competitive prices, etc. The relationship between the goals of brand development management and the main marketing tools is also considered. The author emphasizes the interdependence between the efficiency of economic sectors and the introduction of innovations in digital branding. From the point of view of business cycle theory, the main theoretical characteristics and stages of development of digital brands under martial law are described. The main features and tools of digital branding used to promote goods and services on the Internet are revealed. The application of the modern "PESO" model is analyzed, which allows choosing digital branding tools based on media channels, goals and objectives of a particular brand.

Conclusions. The article defines the concept of digital branding, confirms its principles and ways of promotion. The author reveals the key digital branding tools that allow brands to effectively disseminate information in accordance with their goals and objectives.