employee from 01.01.2016 until now
Russian Federation
The article examines the influence of modern marketing technologies on the formation of an organization's competitive advantages in the context of brand management. It is shown that digital brand management tools, consumer data analytics and the integration of online and offline communications make it possible to create a unique brand experience and strengthen the company's position in the market. Special attention is paid to the role of social networks, loyalty programs and personalized communications in strengthening emotional connection with the audience. Practical recommendations on the use of marketing technologies for the development of competitive brands are proposed, including the introduction of CRM systems, the use of artificial intelligence to predict customer behavior, and the optimization of omnichannel interaction strategies. The research results may be useful to marketers and company executives seeking to increase brand awareness and consumer loyalty.
brand management, management, digital tools, marketing technologies, omnichannel platforms
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