BRANDING AND BRAND MANAGEMENT IN THE COMPANY'S DIGITAL MARKETING MANAGEMENT SYSTEM

Abstract

The article explores the significance of branding as a key tool in the digital marketing system used to enhance competitiveness and attract customers. It emphasizes the differences between the concepts of "branding" and "brand management." Branding is considered the process of creating and implementing specific elements of brand identity, such as logos, color palettes, fonts, and other visual attributes. In contrast, brand management encompasses a broader range of strategic actions aimed at shaping consumer perceptions of the brand and increasing its market value.

The article examines the main components of branding, including the development of visual brand identity, market positioning, content creation, and user experience (UX) optimization in the digital environment. It also analyzes branding tools, including social media, content marketing, email marketing, SEO, SEM, and others.

Examples from companies like Nike, Starbucks, and Coca-Cola demonstrate how the effective application of these tools contributes to successful branding and overall brand management in digital marketing. The article provides statistical data that supports the increase in brand recognition, audience engagement, and revenue growth from e-commerce and mobile apps.

The research results indicate that proper use of brand management in digital marketing not only enhances brand recognition but also creates a loyal audience that actively engages with the brand. This, in turn, ensures stable revenue growth and long-term competitive advantage in the market. The article is of practical significance for marketers and managers aiming to successfully adapt their brands to the challenges and opportunities of the digital environment.