Impact of digitalization on brand development in the global environment

Authors

E. N. Alexandrova
Kuban State University, Russian Federation

DOI

https://doi.org/10.31429/2224042X_2023_71_33

Abstract

The article identifies the advantages and opportunities of digital technologies for global brand management in terms of improving the effectiveness of customer communications with the brand, developing consumer experience using various digital branding tools. It is concluded that brand management in the digital environment requires a balance between the prospects of the implemented technologies and their compatibility with brand attributes, as well as ensuring information security for consumers.

Keywords

digital profile, consumer profile, digital marketing, semantic analysis, bibliometric analysis

Author Info

E. N. Alexandrova

Candidate of Economic Sciences (Ph.D.), Associate Professor of World Economics and Management Department at Kuban State University

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Article Details

Issue

2023 · No. 3 (71)

Section

Digital Economy

Publication History

Published 2023-09-12

How to Cite

[1]
Alexandrova E.N. Impact of digitalization on brand development in the global environment // Economics: Theory and Practice. 2023. No 3 (71). С. 33–39. DOI: 10.31429/2224042X_2023_71_33

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Copyright (c) 2025 E. N. Alexandrova

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This work is licensed under a Creative Commons Attribution 4.0 International License.