TRANSFORMATION OF THE BRAND CONCEPT IN THE DIGITAL ECONOMY

Анотація

The article examines theoretical and methodological approaches to the classification and determination of brand functions within the digital marketing environment. It is substantiated that under conditions of economic digitalization and the transformation of marketing communications, a brand acquires new characteristics and evolves into a complex multidimensional system that integrates communication, analytical, technological, and value-based components. It is determined that traditional approaches to brand classification require expansion, taking into account the specifics of the digital environment, in particular the development of online channels, interactive communications, personalization, and the use of artificial intelligence technologies. The article systematizes the classification criteria of brands according to the level of digital integration, format of existence, nature of interaction with consumers, degree of personalization, technological basis, structural organization, and type of management model. An approach is proposed that allows for a comprehensive reflection of the diversity of modern brand types, including digital, omnichannel, personalized, ecosystem-based, and algorithmically driven brands. It is substantiated that brand functions in the digital environment are expanding and being supplemented with new components. Alongside the traditional communication function, the importance of analytical-informational and personalization-adaptive functions is increasing, as they ensure data processing and the formation of individualized consumer experiences. At the same time, new brand functions are emerging, including innovative-technological, ecosystem-based, and reputational functions, which reflect the impact of digital technologies and the changing role of the brand in the digital economy. The practical significance of the obtained results lies in the possibility of applying the proposed approaches to improve enterprise branding policy, enhance the effectiveness of marketing communications, and facilitate business adaptation to the conditions of digital transformation.

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