The Anti-Crisis Approaches to Strategic Management of the Development and Competitiveness of a Business Organization’s Brand in the Context of Digital Transformation and European Integration

The aim of the article is to determine the features of strategic management of brand development of business organizations in the context of European integration and digital transformation, also to substantiate the pivotal directions of their adaptation to modern market challenges. In the current conditions, business organizations operate in an environment that is constantly changing under the influence of globalization and European integration processes. An important factor for the successful operation of enterprises is efficient brand management, which requires adaptation to new market realities. The article examines the main aspects of strategic brand management of business organizations in the context of European integration, including harmonization with European standards, cultural adaptation, integration of digital technologies, corporate social responsibility, and anti-crisis strategies. Particular attention is paid to the impact of digital transformation on branding, including the personalization of communications, the use of big data, the automation of marketing processes, and ensuring cybersecurity in accordance with EU requirements. It is found that strategic brand management in the context of Euro-integration and digital transformation requires a comprehensive approach based on innovation, transparency, compliance with standards, and effective communication. Key areas for further research in brand management have been identified, including the development of digital strategies, enhancing the flexibility of management decisions, and the implementation of innovative communication approaches.