BUILDING BRAND TRUST IN THE FACE OF SOCIAL TRANSFORMATION AND INSTABILITY

Abstract

The article examines the process of building brand trust in the context of social transformations, crises, and an unstable external environment. It is established that trust is a dynamic construct that is constantly revised by consumers depending on changes in public sentiment, priorities, and circumstances. The author substantiates the need to rethink the role of the brand in the modern social context, where emotional closeness, value correspondence, and ethical consistency play a key role in building sustainable relationships with the target audience. The paper reviews modern approaches to brand communication, in particular, analyzes the effectiveness of such tools as storytelling, the PESO model, and the Lovemarks concept. It is shown that in conditions of information overload and social sensitivity of the audience, not so much the frequency but the relevance and authenticity of brand messages are of decisive importance. The author emphasizes the importance of maintaining emotional tone, rhythm of communication, flexible adaptation of content and inclusion of real feedback to maintain trust. Particular attention is paid to the Ukrainian context: the article considers examples of companies that were able to transform their communication strategy in the context of a pandemic, full-scale war, cultural shifts and growing demand for socially responsible business. It is proven that brands that are embedded in the local cultural context and demonstrate consistent support for socially significant initiatives have a higher chance of maintaining an emotional connection with the consumer even in periods of instability. As a result, the author's vision of a systemic approach to anti-crisis brand management is proposed, which includes three key elements: adaptation of communication behavior to the crisis context; implementation of a strategy of cultural legitimation of the brand; and building emotional resonance through a consistent digital presence and meaningful dialogue with the audience. It is concluded that it is the integrity, authenticity, and consistency of brand communications, combined with empathy and social responsibility, that form the foundation of trust that withstands the challenges of social change and instability.