The authors consider the evolution of branding concepts, the specifics of their application at different stages of communication development and the relationship with marketing concepts. They have substantiated the position that despite the complexities of the development of the economic environment, it is not advised to abandon the concepts of branding. Even sanctions cannot become a serious barrier to the development and evolution of branding communications, as the power of its influence on digital business communications is of high value to modern companies.
Evolutionary aspects of branding in digital communications of modern business
Written by L. V. Mrochko, G. V. Spiridonova
Keywords: Digital environment, business, branding evolution, branding digitalization, branding concepts, digital, marketing communications, brand promotion.
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