Theoretical aspect of brand marketing in the digital economy

The article analyzes the terms "brand" and "brand marketing" etymology theoretical concepts, and formulates the author's vision of these definitions. It is determined that the modality of a brand can be changeable and depend on various factors: the competitive environment, marketing strategies and socio-economic conditions, including changes in consumer preferences. A system of factors and their characteristics that form the brand modality is proposed, which features help the brand achieve successful positioning in the market and create long-term relationships with consumers. Digital technologies have a significant impact on brand marketing, providing companies with new opportunities to interact with consumers and manage their brand. The paper highlights the goals of brand marketing in the digital economy, which contribute to increasing brand awareness, attracting and retaining customers, increasing sales, strengthening market positions, and improving customer interaction. A communication scheme of brand marketing performance indicators in the digital economy has been developed.