The Transformation of the Concept of Branding in Digital Marketing

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Abstract

The relevance of the research topic is due to the need for a scientific analysis of changes in the understanding of branding, in channels and methods of brand promotion, models of brand and consumer interaction in the context of the impact of digital technologies on the business process. The purpose of the study is to study the digital transformation of the branding concept. The authors use general scientific research methods (analysis, comparison, generalization), as well as elements of phenomenological and analytical approaches. As a result of the research, the main features of the difference between digital marketing and traditional marketing are revealed; the advantages of digital marketing in terms of more effective interaction with customers are indicated; the content of the concept of digital branding is clarified; digital branding trends are outlined.

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About the authors

Yulia P. Ten

Financial University under the Government of the Russian Federation

Author for correspondence.
Email: YPTen@fa.ru
ORCID iD: 0000-0003-2387-6243
SPIN-code: 3745-3928
Scopus Author ID: 57210258334
ResearcherId: B-1887-2018

Dr. Sci. (Philos.), Associate Professor, Professor of Department of Marketing

Russian Federation, Moscow

Elena B. Gayko

Russian Customs Academy

Email: gaykoelena@gmail.com
SPIN-code: 3788-9870

старший преподаватель кафедры Иностранных языков

Russian Federation, Lyubertsy

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