Stamat Viktoriia, PhD (Economics), Associate Professor, Department of Management and Marketing, Mykolayiv National Agrarian University, Mykolaiv, Ukraine

ORCID ID: 0000-0001-5789-4023
e-mail: vmkolesnyk@ukr.net

Poberezhets Hanna, Candidate of Historical Sciences, Associate professor of the Department of Ukrainian Studies, Mykolayiv National Agrarian University, Mykolaiv, Ukraine

ORCID ID: 0000-0002-9064-6731
e-mail: ann20081988ann@gmail.com

Uspaska Oksana, Bachelor Student of Management Faculty, Mykolayiv National Agrarian University, Mykolaiv, Ukraine

ORCID ID: 0009-0005-3907-997X
e-mail: uspaskaoksana@gmail.com

Formation of new generation brand communications in the conditions of globalization

Abstract. Introduction. In the modern world, brand communications are undergoing significant changes under the influence of various globalization processes. The introduction of new digital systems and technologies, the growing role of social media, and changes in consumer behavior require brands to adapt and implement innovative communication strategies for further improvement and development. Globalization trends, despite the pandemic and quarantine measures, remain stable. They are aimed at a high level of research into the activities of various brands, which paves the way for the development of enterprises of any level. Modern brand communications are a complex dynamic system of interaction between a company and its target audience that goes far beyond traditional advertising and product promotion. The new generation of brand communications is not just about transmitting information, but about creating a unique dialog that builds emotional connection and consumer loyalty. Rapid and constant changes in the environment in the context of globalization challenges and changes require and need companies to constantly adapt and implement the latest digital technologies. The use of innovative approaches will contribute to the development of new generation brand communications, which is the basis of companies’ competitiveness in today’s environment.

Purpose. The purpose of the study is to substantiate the theoretical provisions of the new generation of brand communications in the context of globalization influences, the importance of innovative solutions and approaches aimed at the development of modern brand communications, as well as identifying trends and features of their development.

Results. The essence of the brand and its components is characterized. The need for innovative solutions and a flexible approach for effective management of new generation brand communications is shown. The impact of digitalization of marketing processes on the functioning of brand communications in the context of European integration and globalization processes is proven. Key trends of new generation brand communications and stages of historical development of brand communications with the target audience are highlighted. A methodology for forming brand communications in modern conditions is provided.

Conclusions. Thus, new generation brand communications are based on cultural, historical and psychological aspects that should stimulate the creative activity of consumers. They are formed using digital marketing tools.

Keywords: brand, brand communications, globalization, digitalization, brand functioning.

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