Digital branding as a new stage in the evolution of brand management

the article is devoted to the study of digital branding as a new stage in the evolution of brand management in the context of the digital transformation of the economy and society. The paper examines the key changes that digital technologies are bringing to traditional approaches to brand management, as well as analyzes the main trends and challenges associated with the transition to digital branding. The author highlights aspects such as the personalization of interaction with consumers, the use of big data and artificial intelligence to analyze audience behavior, as well as the integration of brands into digital ecosystems. Special attention is paid to the role of social media, content marketing and viral promotion in shaping a brand's digital image. The article proposes a classification of the stages of brand management evolution, where digital branding is considered as a natural result of technology development and changes in consumer preferences. The practical significance of the research lies in the development of recommendations for businesses to adapt to the new conditions of the digital economy, including the creation of flexible branding strategies, the introduction of innovative tools for interacting with consumers and the formation of a sustainable digital presence.

digital branding, brand management, digital transformation, social media, personalization, big data, artificial intelligence, content marketing, viral promotion