STRATEGIES FOR DEVELOPING BRAND LOYALTY AMONG DOMESTIC MEDIA COMPANIES

The article examines the peculiarities of strategies for building brand loyalty of domestic media companies. The relevance of the problem lies in the lack of a unified conceptual framework for brand loyalty building strategies in the media industry in the context of media market development in modern conditions. The article examines scientific developments and publications in the relevant field, emphasizing the lack of a comprehensive study of loyalty building strategies in the domestic context, taking into account the specifics of the Ukrainian media market, needs and behavior of information consumers. The purpose of the article is to study the brand loyalty building strategies of individual domestic media companies. The author describes the leading media companies and outlines their strategies for building brand loyalty. The author substantiates the relevance of studying the aggressiveness of brand loyalty building strategies, which involves mass promotion of a media product, integration into the consumer's lifestyle, use of psychological triggers, gamification, and artificial attention retention - all of which increase the effectiveness of brand campaigns. The aggressiveness of the brand loyalty building strategy is determined by a set of criteria that reflect the intensity of the brand's impact on the audience, the speed and scale of actions aimed at retaining and attracting consumers. The strategies for building brand loyalty of media companies are evaluated and characterized. It is concluded that domestic media companies focused on the domestic market demonstrate restrained or adaptive-moderate aggressiveness in loyalty building strategies, which is both a manifestation of caution and a reflection of the evolutionary stage of the national media. At the same time, domestic media companies should gradually transform their restrained aggressiveness into a proactive strategy adapted to foreign consumers that does not lose its Ukrainian identity but uses all the tools of global brand management. Such an approach will help build loyalty not only in the local market but also in international cultural clusters, ensuring both economic efficiency and cultural expansion.