Digital transformation of the economy and company brand development policy
Abstract
Abstract. The digital transformation of various spheres of life has primarily actualized scientific and applied research on the problem of developing marketing technologies and the brand of companies that are looking for different ways to promote goods and services on the market and optimize business processes to achieve strategic and tactical goals. The purpose of the research work is to determine the features of digital transformation and trends in the development of a high-tech brand and the mechanisms of approbation of innovative tools in the management of demand and consumer behavior models through the change of functionality and the activation of the concept of improving brand policy, taking into account the goals of market agents. The peculiarities of the formation of brands of high-tech companies and the main factors affecting their dynamics are determined. Based on the constructed mathematical models, a direct correlation between the value of the brand and the market capitalization of the high-tech company is shown. The shortcomings of previously approved branding strategies, narrowed to the framework of advertising or classic marketing, were identified, which became an important reason for the innovative passivity of market agents in the field of entrepreneurship in domestic and foreign markets and left out of the attention of top managers the problems of ensuring the growth of the national brand. The close interaction of macro- and microenvironmental factors in the process of forming high-tech brands has been proven, where the employer's brand is in the center of attention, which motivates the development of a creative environment for the creation of social value with the active involvement of the talents of startup companies, which increases the effect of cooperation and experience in the IT sphere and in in the field of marketing at various stages of formation and promotion of new brands of goods and services. A meaningful model for providing clients with access to information sources in the context of digitalization of the economy was developed in the company's brand development strategy, and directions for further scientific and and applied research have been determined.
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