The article is dedicated to the study of the features of promotion and evaluation of dairy product brands in the digital environment. In the context of the growing importance of online channels for communication with consumers and increased competition in the dairy industry, defining effective strategies and metrics for assessing brand success becomes a key factor for its sustainable development. In an environment of rising competition and changing consumer behavior, the effective use of digital tools becomes a crucial success factor for dairy product manufacturers. The aim of the research is to identify the most effective promotion strategies and develop a methodology for assessing the effectiveness of dairy product brands in the online space. Special attention is given to analyzing the impact of social media, content marketing, and targeted advertising on consumer perception, brand recognition, and sales growth. The research uses the following methods: analysis of existing scientific publications and marketing studies on the promotion of dairy product brands in the digital environment; studying cases of successful brand promotion in this industry; conducting surveys and questionnaires with consumers to identify their preferences and attitudes towards various dairy product brands. The scientific novelty of the research lies in the development of a comprehensive model for promoting and evaluating dairy product brands in the digital environment, taking into account the specifics of this industry and consumer behavior patterns. The results of the research allow for the identification of the most effective promotion strategies, as well as the development of a methodology for assessing the effectiveness of dairy product brands in the online space. The study found that the active use of content marketing, targeted advertising, and social networks contributes to increased brand recognition, the formation of a loyal audience, and a rise in sales. Additionally, a correlation was identified between the quality of content, its relevance to the target audience, and the level of consumer engagement. The results obtained can be used by dairy product manufacturers to develop and implement effective marketing strategies.
YUrii Arkad'evich Reznikov (Thu,) studied this question.