SCIENTIFIC STUDY OF THE IMPACT OF BRANDING ON THE DEVELOPMENT OF INTELLECTUAL CAPITAL OF THE ENTERPRISE AS A STRATEGIC TOOL FOR INTERNET MARKETING IN THE CREATIVE ECONOMY

The article carries out a scientific study of the impact of branding on the development of intellectual capital of an enterprise as a strategic tool of Internet marketing in the creative economy. The relationship between branding, Internet marketing and the development of intellectual capital of an enterprise in the creative economy is shown. The strategic role of information and Internet technologies in the marketing activities of companies is revealed, in particular in the processes of branding, collecting marketing information, communicating with the target audience and optimizing internal business processes. It is substantiated that it is a strong brand supported by an effective digital strategy that contributes to the increase of the intellectual capital of an enterprise through the development of human resources, improvement of organizational culture and strengthening of interaction with consumers. Particular attention is paid to the impact of the brand on intellectual capital, which includes knowledge, skills, experience and creativity of the staff. It is substantiated that effective branding helps to attract and retain talent, strengthen employee loyalty, increase their motivation and create a favorable environment for knowledge sharing. It is found that in combination with marketing analytics tools, branding is transformed into a source of strategic information and becomes a factor of long-term competitiveness. The role of the creative economy as an environment in which the combination of creativity, innovation, knowledge and technology becomes the basis for the formation of competitive advantages is analyzed. The key advantages of using Internet marketing to promote brands are identified, including expanding market boundaries, automating customer service, reducing costs and increasing interactivity. It is shown that the integration of branding with marketing data and creative approaches allows enterprises to create effective personalized strategies adapted to modern market challenges. The importance of the creative economy as an innovative environment that combines technology, creativity and intelligence is considered. It is shown that it is the creative economy that promotes the development of new approaches to brand managem.