Localization of digital educational providers as a competitive counterbalance to the federal scaling of EdTech companies and supranational trends in the globalization of industry-specific business education

Subject. This article examines the emergence of a demand for new educational products and the development of the digital environment. Objectives. The article aims to substantiate a system of solutions that can form the basis of branding strategies in the transport and logistics industry of Russia. Methods. For the study, we used the general scientific research methods. Results. The article finds that localized educational providers can constitute a competitive alternative to the globalization of digital additional professional education, and the targeted nature of the unique selling proposition will help construct a professional and career track more thoroughly, responding to the industrial demand of the region. Conclusions. The synergy of marketing activities can help create a product for a certain segment of the regional market and form a brand that will unite the target audience.