Abstract
The presented article deeply explores the topic of branding of Armenian online media in the context of the constant expansion of the media space. Emphasis is placed on viewing branding as a key marketing tool, the importance of branding to remain competitive among multiple media outlets and maintain audience loyalty. The object of the study is selected Armenian online publications, considered in the context of their brand strategy. The author analyzes the main criteria of branding, including theme, content, advertising, photo and video materials, focus, values and design. The article also discusses the role of publication employees in maintaining brand identity, from the lowest levels to senior management positions. The study's findings highlight the fundamental criteria for successful branding of online publications and provide insight into how various aspects, including advertising, customer service, and social responsibility, influence the creation of a unique and attractive brand. Using four Armenian media outlets as examples—Mediamax, PAN Armenia, Armenpress, and Hetq—the article provides clear examples of successful branding strategies in the online environment, making it a valuable contribution to understanding the dynamics of media brands.
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