Branding as a Component of Marketing Activities of a Modern Library: Ukrainian and Foreign Experience

The relevance of the study is caused by the need to find effective ways to update their image as innovative cultural and educational institutions. The need to study the chosen topic is increasing due to the growing competition in the market of information products and services and the need to increase the competitiveness of libraries.  The purpose of this study is to clarify the practice of applying branding in the marketing activities of modern libraries in Ukraine and abroad and to formulate recommendations for adapting foreign experience of library branding to the marketing activities of Ukrainian libraries. The methodology involves analyzing branding strategies and marketing activities implemented by modern libraries, using case studies, literature review, library sites to identify effective practices and innovative approaches in the field. The results. The study confirms the particular importance of branding for modern libraries. Success is based on systematic work, taking into account the needs of users, the use of modern information technologies, and rapid adaptation to social changes. The scientific novelty. It is concluded that a library can become a strong brand by using its own slogan and symbols, collaborating with influencers, creating its own product line that is thematically related to library collections, implementing library-based business education programs, and implementing other creative ideas. The practical significance. The results of the study can be used in the practical branding activities of the library, as well as in the preparation of lectures, seminars and workshops for future specialists of library institutions. Conclusions. It was proved that libraries have significant potential in creating a modern image and applying effective branding. The new positioning of Ukrainian libraries in the socio-cultural sphere involves combining their traditional functions with innovative approaches to user service, rapid response to social needs during wartime, and a high level of customer focus.