EFFECTIVENESS OF SMALL BUSINESS BRAND MANAGEMENT IN THE DIGITAL ENVIRONMENT
Анотація
The article examines the effectiveness of small business brand management in the digital environment. It is substantiated that brand performance is determined not by the number of communication activities, but by their ability to generate sustainable demand, trust, and conversion into orders. Based on a generalization of scientific approaches and an analysis of the company’s marketing activities during 2023–2025, it is proposed to assess the effectiveness of brand management through the relationship between digital indicators and financial results. It was established that branded traffic, organic search, activity in social networks, as well as the performance of Google and Meta advertising channels have the greatest impact. It is proved that the combination of analytics, integrated communications, and flexible channel management strengthens the competitiveness of small businesses and ensures the validity of marketing decisions.
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