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The relevance of the research is predetermined by the progressive digitalization of all communication processes and the development of new tools for brand interaction with the external and internal environment. The uneven use of online and offline communications, as well as the scaling of the concept of integration, substantiates the importance of defining this concept and forming a common concept. The purpose of the article is to summarize a practice–oriented view of the integration of online and offline brand communications in modern business development conditions. The main research directions are defined, from the best practices of local companies to the effectiveness of the integration of online and offline communications. The regional peculiarities of brand communication are highlighted. An analysis of real-world cases reflecting the regional specifics of companies' communication behavior is presented. With the help of research practices, the author's approach to the integration of digital and traditional communications in the development of regional brands has been formed. It is proved that an integrated approach based on in-depth study and symbiosis of existing experience in integrating online and offline communications significantly increases the effectiveness of promoting regional brands and contributes to the formation of a stable position in the market. The theoretical value of the research is determined by the systematization of existing approaches to the integration of communications and the development of a conceptual framework for further study of this issue.
integration concept, digitalization, online and offline communications, integration concept
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