FEATURES OF BRANDING OF INFORMATION MEDIA IN THE PARADIGM OF DIGITAL MARKETING

The article examines the phenomenon of branding within the context of digital transformation in media space. Primary focus is given to the specificities of forming and promoting media brands, particularly for specialized information-analytical publications. The study aims to identify key factors determining the effectiveness of brand strategies in conditions of digitalization and intense competition. Within the research framework, the analysis covers the transformation of media brand perception by users, the impact of digital innovations on brand development, including media platform convergence processes. Special attention is devoted to practical aspects of strengthening media brands, particularly emotional design, multimedia approaches, content personalization and omnichannel audience engagement strategies. The study presents a case example of the successful Russian publication "Tinkoff Journal," which demonstrates the importance of high-quality content, interactive features, analytical tools for sustainable media business development. The research emphasizes the necessity of maintaining high standards of content reliability and adaptability, regularly modernizing brand strategies in contemporary media to strengthen audience loyalty and enhance publication profitability.