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УДК 339.138:004.738.5:658.626

DOI: https://doi.org/10.36887/2415-8453-2025-3-79

Budnikevych Iryna,
Doctor of Economic Sciences, Professor of the Department of Marketing, Innovation and Regional Development,
Yuriy Fedkovych Chernivtsi National University
https://orcid.org/0000-0002-5466-6532
Nikulcha Valentyn,
PhD in Economics, Professor of the Department of Marketing, Innovation and Regional Development,
Yuriy Fedkovych Chernivtsi National University
https://orcid.org/0000-0003-0523-3287

JEL classification: M31, M37, O33

Changes in consumer behavior models, driven by new opportunities and the growing number of digital channels for interacting with companies, pose new challenges for the branding process. Customers’ desire for an equally high-quality experience, regardless of the point of contact in physical and digital environments, requires adapting traditional approaches to brand management and implementing an omnichannel strategy that integrates components and tools relevant to new conditions. A systematic approach to forming an omnichannel strategy, as its key characteristic, enables the integration of existing channels, technologies, and interaction tools into a single core to enhance branding effectiveness. The subject of the study is the features of implementing an omnichannel branding strategy. During the research, the method of categorical analysis and synthesis was applied to identify the essence and features of the concept of an omnichannel marketing strategy, and the method of generalization and systematization was used to formulate the model of the components of the omnichannel strategy. The structural-functional analysis method was used to identify and characterize the elements of the omnichannel marketing strategy. Effective brand management amid digitalization and the growth in communication channels requires an omnichannel marketing strategy to ensure consistent consumer interactions across physical and digital environments. The implementation of this strategy presupposes identifying and systematizing its key components, the integration of which enables a holistic customer experience and enhances branding effectiveness. The activities of commercial and non-commercial organizations are associated with the need to simplify their identification by consumers and to ensure a positive interaction experience across physical and digital environments, leading to the creation of shared values and customer loyalty. Branding of companies, as a process aimed at addressing these tasks, requires a clear understanding of the implementation features and components of an omnichannel strategy that contribute to high-quality consumer interactions. The originality and practical significance of the study lie in demonstrating the relevance of the omnichannel strategy and systematizing its key components. The branding process in the context of digital environment development requires implementing the principles of the omnichannel approach, which simplifies the customer experience and ensures high-quality interactions with the company across available channels. The implementation of an omnichannel marketing strategy is based on integrating a set of components, whose synergistic effect manifests in a holistic brand perception. Prospects for further research include an in-depth study of tools for implementing omnichannel strategies, particularly the use of modern technologies, analytical models, and digital platforms to improve the effectiveness of brand management.

Keywords: brand, branding, digital environment, omnichannel, omnichannel strategy, customer journey, personalization, monitoring, optimization, brand messaging, channel integration.

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The article was received 10.08.2025

Quote article, APA style

Budnikevych I. , Nikulcha V. 10.08.2025 . Features of omnichannel strategy implementation in branding. Ukrainian Journal of Applied Economics and Technology. 2025. №3. 394-399 pp. https://doi.org/10.36887/2415-8453-2025-3-79

Quote article, MLA style

Budnikevych I. , Nikulcha V. Features of omnichannel strategy implementation in branding. Ukrainian Journal of Applied Economics and Technology. 10.08.2025 . https://doi.org/10.36887/2415-8453-2025-3-79