Digitalization of brand lifecycle management of agricultural enterprises in the conditions of esg transformation

Анотація

The article investigates the theoretical and methodological foundations of the digitalization of brand life cycle management of agricultural enterprises under conditions of ESG transformation. It is evident that in the modern digital environment, a brand no longer serves a marketing function exclusively but has become a comprehensive strategic management instrument integrated with mechanisms to ensure an enterprise’s economic efficiency, environmental responsibility, and social sustainability. It has been established that the spread of ESG approaches, the growing role of digital communications, and increasing requirements for corporate transparency necessitate a reconsideration of traditional brand management models in the agricultural sector. The study reveals the specific features of the use of digital technologies in supporting agricultural enterprise brands. It has been proven that their application increases brand adaptability, personalization of communications, transparency in supply chains, and support for ESG reporting. Attention is paid to the role of Digital Life Cycle Assessments (DLCA) within the digital brand sustainability system. It is substantiated that the use of DLCA enables the transition from the declarative positioning of sustainable development to the quantitatively verified management of a brand’s digital footprint and the assessment of the impact of digital processes on an enterprise’s environmental, social, and economic performance indicators. The level of implementation of digital technologies in the activities of leading agricultural enterprises of Ukraine was assessed, and the integrated impact of digitalization on brand sustainability was determined. The study found that digital ecosystems, blockchain technologies, and Big Data analytics have the greatest influence on the development of digital brand sustainability. A matrix of digital support for the brand life cycle of agricultural enterprises amid ESG transformation is proposed, integrating digital tools, ESG components, and reputation management mechanisms into a unified system for strategic brand development. Keywords: digitalization; brand; brand life cycle; ESG transformation; agricultural enterprises; digital technologies; digital transformation; digital sustainability; Big Data; blockchain; digital ecosystems; Digital Life Cycle Assessments; brand management; brand marketing.

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