BRAND MANAGEMENT IN THE CONTEXT OF DIGITAL AND TECHNOLOGICAL TRANSFORMATIONS

Digitalization affects various areas of human activity, so companies strive to improve all the processes they carry out. The brand management process is one of the most important, since it directly affects sales volume. Modern branding approaches include the use of advanced technologies and traditional marketing methods. Therefore, the features of brand management in the context of digital and technological transformations are a relevant area for research. This article discusses the classical understanding of the brand and its place in the modern world. The main methods and technologies for brand promotion are listed and examples of their successful use are studied.