MODERN TRENDS AND THE ROLE OF DIGITAL TECHNOLOGY MANAGEMENT IN COMPANY BRAND DEVELOPMENT

Abstract

This article examines the essence of digital technology management, modern market trends, and their application in developing a company’s brand in the contemporary business environment. It provides an in-depth analysis of modern trends in digital business transformation, showing how they help build brand recognition, loyalty, and trust–critically important elements in a competitive market. The key stages of digital technology management are identified, including implementing innovative solutions, systematically analyzing their effectiveness, and constantly optimizing digital tools to achieve optimal results.
The article highlights the significance of using various digital tools–such as analytical platforms, marketing technologies, blockchain, Big Data and analytics, machine learning, chatbots, CRM systems, the Internet of Things, and artificial intelligence–at each management stage to ensure process integrity. It is argued that digital technology management is a multi-stage process involving systematic implementation, analysis, and optimization aimed at effective brand positioning. The main ways digital tools influence a brand are systematized, showing their role in strengthening business capitalization, increasing competitiveness, forming sustainable partnerships, and enhancing market value. Applying these methods allows companies to adapt to changing market conditions and strategically develop the long-term value of their brand, ensuring future stability and growth.