CRISIS MARKETING AND BRAND REPUTATION MANAGEMENT IN THE CONTEXT OF GLOBAL AND LOCAL CRISES

The article analyzes modern strategies of crisis marketing and reputation management of companies in the context of global and local crises. The influence of digital communications and social media on the dynamics of reputational risks is considered, as well as statistical data on the financial consequences of crises and changes in consumer expectations. The importance of a proactive and integrated approach to crisis management communications is emphasized in order to increase business sustainability.