Year: 2024
Type: article
Abstract: In the context of dynamic technological changes, the intelligence of the economy is becoming particularly relevant, forming new standards of management activity, where the key resource is not only information, but also the ability to interpret and apply it to make strategic decisions. In brand management, intelligence opens up opportunities for developing unique brand strategies based on a deep analysis of consumer behavior, forecasting market trends and increasing the effectiveness of marketing campaigns. This requires rethinking traditional approaches to brand management and finding new ways to integrate digital tools to increase the consumer value of the brand. The aim of the research is to substantiate the emergence of the Branding 3.0 concept in the process of brand management intellectualization. The research is based on the hypothesis that it is the intelligence of the economy and management that has led to the emergence of the Branding 3.0 concept as a key element of modern brand management. The research methodology is based on the theoretical foundations of behavioral economics, generation theory and modern marketing approaches, as well as the use of historical and logical methods, analysis and synthesis, concepttualization, systematization and structural modeling. The research identifies the prerequisites for the intelligence of brand management, improves the periodization of the evolution of brand management in the process of generational transformation, which reflects the movement from simple product-oriented branding to complex data-driven strategies. The terminological apparatus of brand management is developed; conceptual changes in the formation, positioning and development of brands are characterized, as well as changes in the labor market due to new challenges to the professional development of specialists in this field. The essence of the Branding 3.0 concept is revealed and its system-forming elements are substantiated. The main stages of the brand roadmap are identified and its tools are systematized in accordance with the tasks of each sub stage. The considered advantages, disadvantages, and practical examples of the application of the latest technologies in brand management allow us to conclude that brands need to adapt to intelligence in order to ensure strategic advantages in the market
Source: SCIENTIA FRUCTUOSA
Authors: Kateryna YAHELSKA, Liubov VASYLYSHYNA
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4405420481