Brand management in digital economy

The course is an updated brand management course, taking into account digitalization trends and the specifics of marketing and branding in the context of the transition of companies to the digital economy, as the introduction of digital technologies is reflected in the restructuring of the marketing activities of companies.Topic 1. The concept of a brand and the formation of a brand idea. Topic 2. Brand and brand equity Topic 3. Creation and development of a brand in the digital economy. Digitalization of brand platforms. Topic 4. Brand communications using digital technologies. Topic 5. Brand portfolio management in the digital economy. Topic 6. Brand strategy of the company.