СТВОРЕННЯ ТА РОЗВИТОК E-COMMERCE БРЕНДІВ В УМОВАХ ЦИФРОВІЗАЦІЇ

Abstract

The article presents a comprehensive study of the creation and development of e-commerce brands in the digital environment. Digitization involves the large-scale integration of digital technolo-gies into various aspects of business, creating new opportunities and challenges for e-commerce brands. Therefore, one of the key tasks for entrepreneurs is to create a strong and unique brand that can stand out in a competitive digital environment. The authors presents a comprehensivestudy aimed at studying the key aspects of the creation and development of brands in the field of electronic commerce in the conditions of the rapid spread of digital technologies. The paper focuses on exploring the branding process, which includes developing an appropriate identity that reflects the brand’s values and goals, as well as creating a user-friendly and attractive website. An important stage is the definition of the target audience and the development of a strategy of interaction with it. For the study, interviews were conducted with e-commerce experts and entrepreneurs to gain objective insight into the challenges and strategies involved in building and developing a brand. In addition, the author’s own experience in creating brands makes it possible to better understand the peculiarities of the development of e-com-merce brands in the conditions of digitalization. This article emphasizes the importance of adaptation, innovation and a strategic approach to the creation and development of e-commerce brands in the dig-ital environment. This study is extremely relevant, as the issue of creating and developing e-commerce brands in the digital environment is important, as it allows us to understand the main aspects of this activity of modern business. The research findings address the pressing challenges of building and grow-ing e-commerce brands, offering valuable insights for entrepreneurs, marketers and business strategists.