In this area, research is focused on developing proposals for ensuring brand recognition and positive brand image, increasing consumer loyalty and, as a result, improving the efficiency of the enterprise's activities and development in the long term. Today, the formation and development of digital branding of an enterprise requires systematisation of its various tools, establishing the relationship between the goals and objectives of branding and digital tools.

Digital marketing communications of brands

In this area, research is focused on determining digital indicators of marketing communications, assessing brand equity, developing digital communication strategies, digital advertising campaigns and media plans to achieve the goals of enterprise development.