Development of Brand Management in the Context of Business Digital Transformation

Abstract

The article examines the transformation of brand management under the conditions of business digitalization. The relevance of the topic is substantiated by changes in consumer behavior models, the growing role of digital communication channels, and the need to adapt traditional approaches to brand development. The purpose of the study is to determine the theoretical foundations of brand management development in the digital economy, to analyze modern models and tools of digital brand management, and to outline the key directions for its improvement. The research methodologyincludes comparative, systemic, and structural-logical analysis, which made it possible to generalize scientific and practical approaches and identify the main trends in the digital transformation of brand management. The findings reveal the specific features of brand management in the digital environment and systematize the tools of digital brand management, including influencer marketing, targeted advertising, UGC, SEO, digital PR, automated support systems, and recommendation algorithms. The study proposes several directions for improving brand management in the digital economy, such as the integration of digital technologies into strategic brand management, the development of omnichannel communication, the creation of a digital brand ecosystem, the enhancement of specialists’ digital competencies, and the establishment of systems for managing digital reputation. Scientific novelty lies in conceptualizing the digital transformation of brand management as an integrated managerial framework and in systematizing digital brand-management tools according to their contribution to brand equity and digital reputation. Practical implicationsinclude actionable directions for designing omnichannel brand strategies, building a digital brand ecosystem, and mitigating reputation risks in platform-based environments. The results highlight that the further development of brand management depends on the ability of enterprises to efficiently combine classical brand-building concepts with innovative digital technologies, ensuring greater competitiveness and brand resilience in a dynamic digital environment.