Development of Digital Technologies in Brand Strategies of Retailing

The article deals with the relevance of using branding as a concept of company management. The role and significance of the brand in the concept of marketing management as a necessary strategic competitive advantage are shown, as the uniqueness of the image created in the process of branding in this or that area helps to form and maintain strong long-term relationships with the consumer, as well as to turn the brand into a means of satisfying the wishes of consumers, which brings the offering company high tangible and intangible assets. The article considers a successful brand as a resource that increases the market attractiveness and value of the offeror's assets, so there is a desire for effective activities aimed at developing and promoting brands.