УДК: 330

DOI: https://doi.org/10.36887/2415-8453-2022-2-11

Doctor of Economics, Professor, Professor of Journalism and Advertising,
State University of Trade and Economics
PhD in Psychology, Senior Lecturer of the Department of Journalism and Advertising,
State University of Trade and Economics
Candidate of Sciences (Econ), Associate Professor of the Department of Journalism and Advertising, State University of Trade and Economics

JEL classification: M31


The global transformatio of lifestyle into online has led to a number of things that appeared to be, such as digital marketing and digital branding. Using all the available branding tools, companies need to transfer it online without losing all the potential, which is extremely important. The purpose of this article is to identify those processes that contribute to the digitalization of marketing, and as a consequence, lead to the transformation of the concept of branding in general, in particular in terms of creating a system of values involving existing digital technologies. The study considered the traditional definition of branding based on multiple approaches to this issue. The definition of the concept of brand is given, taking into account the different approaches to defining the essence of the brand, some of them are analyzed taking into account the processes of transformation of the concept of branding in general related to global digitalization. Features of brand strategies that work in digital format, what they should be and how they should be implemented in digital branding are considered. It is noted that the main tool of digital branding is digital marketing. Taking it into account, some characteristics of digital marketing are considered, communication channels used by digital marketing are identified, and its impact on the development of digital branding is determined. It is outlined that digital branding is a large-scale strategy of creating a brand online, with the subsequent use of all available digital tools to create a “live” brand. One of the important options for creating digital branding is the synchronization of communication channels, which directly affects the effectiveness and efficiency of the brand’s online presence. The study found that digital branding uses an innovative array of new mechanisms and tools to target the audience through social networks, for implementation of content marketing, promotion of traditional and corporate media, mobile applications, etc. At the same time, the main communication tool should remain corporate media with an emphasis on synchronization of communication channels, as well as a permanent system for evaluating their effectiveness, which is the main difference between the transformed concept of branding.

Keywords: brand, branding, digital branding, communication channels, digital tools, content.


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The article was received 20.04.2022