ECONOMIC MECHANISM OF ORGANIZATION BRAND PROMOTION AS A COMPONENT OF THE MARKETING STRATEGY FOR ENHANCING COMPETITIVENESS IN THE CONDITIONS OF DIGITAL TRANSFORMATION AND EUROPEAN INTEGRATION

Abstract

The relevance of the study is determined by the growing role of branding in ensuring the competitiveness of enterprises in the context of digital transformation and European integration. In the modern business environment, effective brand promotion has become a necessary condition for attracting consumers, strengthening market positions, and increasing trust in the company. At the same time, the development of digital technologies, market globalization, and tightening regulatory requirements necessitate the adaptation of marketing strategies and economic branding mechanisms to new realities. The purpose of this article is to analyze the features of forming the economic mechanism for brand promotion in an organization in the conditions of digitalization of the economy and European integration. In the research process, a set of methods was used: logical generalization, analysis, and synthesis to determine the essence of the economic mechanism for brand promotion; a comparative method to evaluate branding approaches in different economic conditions; and a system analysis method to identify key elements of the mechanism. The study defined the essence of branding and its main components. An analysis of factors influencing the brand promotion process in modern conditions was conducted. It was established that the economic mechanism for brand promotion is a key component of a company's marketing strategy, ensuring its competitiveness. This mechanism includes financial support, pricing policy, distribution channel selection, communication strategy, reputation management, and innovative development. It was determined that the economic mechanism for brand promotion in the context of economic digitalization and European integration should be based on the use of modern technologies, adaptation to international standards, optimization of financial resources, and active reputation management. This approach will allow brands not only to remain competitive but also to effectively expand their presence in the global market. The practical significance of the article lies in the possibility of applying the obtained results in enterprises' activities to improve marketing strategies, optimize investments in branding, enhance the effectiveness of communication with the target audience, and adapt business processes to the requirements of the digital economy and European standards.