BRAND BUILDING STRATEGIES IN THE AGE OF SOCIAL NETWORKS
Abstract
The word "brand" defines the image or identity of a product, service, company, or individual. The main goal of creating a brand is to build trust and loyalty among consumers who choose the product or service of this particular company. In the 21st century, social networks have become a key space for communication, content consumption, and public opinion formation, which has significantly transformed the role of the brand in the information society. A brand is no longer just a visual or verbal image formed by a company's marketing department - it becomes a living social organism that interacts with its audience in real time. Particular attention should be paid to the phenomenon of decentralization of brand control: social media users are becoming not just consumers of content, but its active creators, directly influencing the brand image through reviews, publications, hashtags, videos, and memes. Thus, branding is no longer a one-way process-it is becoming a co-creation where success depends on the brand’s ability to react, listen, and respond. Research also points to the growing importance of personalization, micro-influencers, and the importance of a brand’s ethical stance on socially significant issues. All of this is shaping a new paradigm in which a brand must not only sell, but also participate in the cultural and social life of its audience. The article is devoted to the study of brand building strategies in the era of social networks, characterized by dynamic changes in the interaction between brands and audiences. It examines key approaches to the formation of brand identity, in particular the use of content, interactive communications and the influence of opinion leaders. Modern trends such as personalization, authenticity, and user-generated content integration are analyzed, as well as their impact on consumer loyalty. Special attention is paid to the role of social media data analytics in optimizing branding strategies. Based on empirical data and case studies of leading companies, the article offers recommendations for the effective use of social platforms to strengthen the brand in the digital economy.
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