Strategic Event Management as a Driver of Brand Value in the Digital Age

The article explores the role of event management as a strategic tool of brand management in the context of digital transformation and increasing market competition. The authors analyze modern approaches to integrating events into brand strategies, key performance metrics, and successful case studies from both Ukrainian and international companies. The impact of events on building emotional connections with consumers, increasing brand awareness, and strengthening brand loyalty is examined. Particular attention is paid to current trends in event marketing, including digitalization, gamification, and the use of artificial intelligence. The article emphasizes the necessity of an integrated approach to event planning as a means of creating a unique consumer experience that ensures long-term competitive advantage. The study highlights the importance of viewing events as a platform for building immersive consumer experiences that reinforce brand value. Successful case studies of global brands such as Red Bull, Apple, IKEA, and Coachella are presented, illustrating the transformational potential of events in enhancing emotional engagement, boosting brand visibility, and generating cultural capital. Mechanisms of offline and online integration, as well as approaches to personalized event experiences, are discussed. A structural-functional classification of events is proposed, along with a mechanism of their influence on brand perception through the formation of emotional attachment, trust, and audience engagement. Based on the research findings, the article identifies the key features of effective event-based brand strategies: strategic alignment between event concept and brand positioning; emotional consumer involvement through personalized experiences; integration of offline and online communication channels; adaptability to changes in consumer behavior; and the application of innovative technologies to enhance engagement and analytics. The study also outlines directions for further research, including the development of models to evaluate event impact on brand metrics and strategies for small and medium-sized businesses in dynamic environments.