MARKETING OF RUSSIAN BRANDS IN THE CONTEXT OF THE GEOPOLITICAL CRISIS AND SANCTIONS RESTRICTIONS

The purpose of the study is to substantiate the relevance and directions of marketing of Russian brands in the context of foreign economic isolation and technological changes, including on the basis of an analysis of adaptation strategies and the introduction of digital solutions involving artificial intelligence. The research materials include empirical reports from marketing and consulting agencies reflecting the transformation of the Russian advertising market in 2023-2025, as well as modern scientific publications on digital marketing, consumer behavior and branding. The article uses methods of structural analysis, content decomposition, and trend systematization based on expert interpretation. The result of the study: the key trends in the development of marketing of Russian brands in the context of the geopolitical crisis and sanctions restrictions are formulated. Conclusions: a) Russian brands are forming an independent marketing agenda that does not focus on external standards, but takes into account global trends in the development of brand marketing; b) the introduction of artificial intelligence at the level of personalization and visual communication is changing the structure of interaction with the audience; c) the sustainable development of Russian marketing requires institutional support for scientific research in the field of local digital strategies and evaluation of their effectiveness.