BRANDING AS A COMPONENT OF EFFECTIVE MARKETING MANAGEMENT IN THE DIGITAL AGE

Abstract

Branding in the context of marketing management is a strategic process of creating, developing and managing a brand as an intangible asset of a company. It involves forming a unique image of a product, service or company in the minds of consumers in order to ensure recognition, differentiation from competitors and build trust in the offered product. Branding is an integral part of marketing management, ensuring effective interaction between the company and consumers, and also contributing to the creation of long-term brand value. Branding is a key element of effective marketing management in the digital age, as it helps create a unique brand image, increase its recognition and customer loyalty, which in turn affects the company's financial performance. The article explores the role of branding as a key element of effective marketing management in the context of digital transformation. It analyzes current trends in brand building within the online environment, including the active use of social media, content marketing, personalized communication, and digital analytics tools. A comparative analysis of traditional and digital branding strategies is conducted, allowing for the identification of strengths and weaknesses of each approach, as well as outlining the main directions for brand development in the digital environment. Particular attention is paid to the factors influencing consumer perception of brands under conditions of high information saturation and rapidly changing trends. The study emphasizes the importance of adapting branding strategies to the new realities of the digital era in order to enhance competitiveness, maintain customer loyalty, and ensure the long-term market presence of the brand. The article also highlights the need for companies to build authentic and engaging brand narratives that resonate with target audiences across multiple digital channels. The research findings are of practical value for executives, marketing professionals, and brand managers seeking to improve their strategic approach to brand promotion. By integrating data-driven insights and digital communication tools, organizations can develop more resilient and adaptive brand strategies that align with the dynamic expectations of modern consumers.