THE FORMATION OF THE BRAND VALUE OF DOMESTIC IT -RETAILERS BASED ON REFLECTIVE MANAGEMENT OF MARKETING ACTIVITIES IN THE CONTEXT OF GLOBAL COMPETITION

Abstract

The purpose of the study is to substantiate how domestic IT retail companies can increase brand value through reflexive management of marketing activity in a market where buyers compare offers instantly and competitors react quickly. The topic is relevant because intensified competition, demand volatility and crisis shocks make tangible advantages easy to copy, while brand-based intangible assets become the main source of sustainable differentiation. The research methodology combines system and comparative analysis of the IT retail environment, marketing diagnostics of the brand value drivers, economic and statistical analysis of sales and customer metrics, and segmentation of the customer base to identify perception and loyalty patterns. The results show that brand value growth in IT retail depends on proactive communication that shapes customers’ interpretation of the offer without restricting choice, on consistent service standards across channels, and on aligning the interests of key market participants through reflexive feedback loops. Based on these findings, a set of elements of a reflexive brand management mechanism is proposed, including monitoring of customer reflections, adaptive positioning messages, and decision rules for balancing price, assortment and service signals under competitive pressure. The mechanism is operationalized through a cycle of goal setting, collection of market signals, interpretation of customer narratives, testing of alternative messages, and rapid adjustment of the marketing mix. It recommends using a dashboard of brand value proxies (repeat purchase rate, referral activity, share of wallet, and price premium tolerance) to evaluate changes in loyalty and perceived value. The practical value of the article lies in actionable recommendations that an IT retailer can use to strengthen competitiveness by developing brand intangible assets, designing non-coercive information influence instruments, and prioritizing marketing actions that convert awareness into loyalty and measurable brand value. Implementation is feasible for small and medium IT retailers because it relies on routine customer data, short surveys and managerial workshops rather than costly media campaigns, and it supports resilient performance in turbulent market conditions.