Brand multidimensionality: nature, content and classification

In modern economic conditions, a wide choice and differentiation of goods, it is almost impossible for companies to compete without a strong trademark that could ensure the uniqueness and differentiation of the offer. Companies need to create conditions under which the products produced would have the qualities needed by consumers. In turn, consumers chose and bought exactly the products that fully met their growing needs. Thus, companies should concentrate their efforts on creating strong brands, which requires to apply modern branding concepts, adapt them to the peculiarities of production, the influence of factors of internal and external environments, characterized by variability, innovation and uncertainty. In addition, the digitalization requires the accelerated development of high-tech industries capable of producing high-tech products with high added value, the formation of an internal high-tech market, the development of the intellectual property market. It is the creation of effective strong brands that will allow domestic companies to determine their position in the market and ensure the promotion of high-tech products in the domestic and global markets, achieve competitive advantages and increase competitiveness.

classification, brand, digitalization, digital transformation, digital brand, development strategy, competitiveness