ДЕТЕРМІНІЗМ ЦИФРОВОГО СЕРЕДОВИЩА РИНКІВ У РОЗВИТКУ БРЕНДУ ПІДПРИЄМСТВ

Abstract

The determinism of the digital market environment in the field of enterprise brand development has a significant impact on all aspects of modern business. The article analyzes the influence of the digital environment on the development of the brand of enterprises, which is largely determined by the growing role of digital technologies and online space in the modern economy. It is determined that digital transformation opens up new opportunities for business development and expansion, which is confirmed by the growth in the number of enterprises engaged in electronic commerce. The main means of increasing the competitiveness of enterprises in the modern digital society are analyzed. A number of factors that ensure the stability of the company's brand have been substantiated. Key trends affecting the development of the company's brand have been identified. The development of the company's brand requires constant monitoring of current trends, as well as flexibility and readiness to adapt to changes in the business environment. The directions of development of the enterprise brand in the context of transformation of the digital environment are analyzed. These include such as: cooperation and partnerships; improving product quality; internationalization; concentration on solving social problems; adaptation to changes; brand expansion; efficient logistics; introduction of technologies; specialized events; effective risk management. It is determined that each enterprise can choose specific directions of brand development depending on its goals, resources and market conditions. It is determined that the development of the company's brand development strategy is an important step to achieve success and strengthen competitive positions. The key steps of formation of the company's brand development strategy are allocated. It is substantiated that the development of the brand of enterprises in the context of the transformation of the digital environment is an extremely important process in the modern business environment, because digital technologies create unlimited opportunities for attracting, interacting and customer loyalty.