BRAND MANAGEMENT AS A STRATEGIC TOOL FOR PRODUCT PROMOTION IN A COMPETITIVE ENVIRONMENT

Abstract

In recent years, digital transformation has significantly changed the business landscape, creating new opportunities for growth while simultaneously presenting numerous challenges for businesses. The issue of brand management in the digital era has become particularly important, characterized by the rapid development of technologies such as artificial intelligence, automation, and big data analytics. The aim of this article is to define the role of brand management as a strategic tool for product promotion in the face of increasing competition and to outline ways to optimize it for success in the market. The scientific novelty of the article lies in substantiating the importance of the brand as a long-term competitive asset of the company and analyzing the impact of modern digital tools on the process of brand formation and strengthening. In particular, the article explores the mechanisms for adapting global branding approaches to the specifics of the Ukrainian market and assesses the impact of new technologies such as artificial intelligence, virtual reality, and digital platforms on the effectiveness of branding strategies. The article also highlights key stages in the development of a brand promotion strategy, including defining values, creating visual identity, developing communication strategy, and managing reputation. The analysis of the main material demonstrates that branding is a critically important tool for ensuring the competitiveness of a company. The use of digital technologies enables companies to increase brand recognition, strengthen consumer loyalty, and create a unique interaction experience. In particular, content marketing contributes to the creation of relevant and valuable content that helps achieve long-term goals. SEO optimization increases product visibility in search engines, and participation in industry events strengthens reputation and fosters new partnerships. The conclusion emphasizes the need for personalized interaction with customers as a key factor in the success of branding strategies in the digital era. Creating quality content, optimizing digital presence, and integrating modern technologies are defining elements for increasing brand competitiveness. Prospects for further research include studying the specifics of applying artificial intelligence and automation in brand formation, as well as assessing the effectiveness of integrating virtual and augmented reality into communication strategies.