FEATURES OF BRAND BUILDING IN THE CONTEXT OF DIGITAL TRANSFORMATION OF CREATIVE INDUSTRIES

Abstract

This article examines the specifics of brand formation in the creative industries under conditions of digital transformation, which has shifted branding from a visual attribute to a dynamic, systemic process shaped through digital interaction. The study analyzes how brand identity, positioning, communication channels, and digital platforms interact to create a coherent brand ecosystem. A systemic approach, together with methods of analysis, synthesis, comparison, observation, and content analysis of digital communications, was applied to explore the brand as an integrated structure and to identify practices that enhance brand recognition and value. The research is grounded in the hypothesis that digital transformation changes the nature of brand–consumer communication toward continuous dialogue, while the active use of digital platforms increases brand awareness among young audiences. The study further assumes that a systemic approach enables more effective integration of brand elements into a unified strategy. To verify these assumptions, a consumer survey was conducted to assess the influence of digital presence on brand perception. A key contribution of the article is the development of an adapted model based on D. Aaker’s Brand Vision Model, which systematizes the relationship between brand essence, identity components, tone of voice, and digital tools. This model offers a practical framework for creative industry brands seeking consistency across all touchpoints. The findings confirm that authenticity, coherent messaging, and well-structured digital communication significantly strengthen memorability and consumer trust. The novelty of the study lies in demonstrating how systemic integration of brand elements functions as a determining factor in building a strong digital presence. Future research should further explore the adaptability of such models under conditions of social turbulence and rapidly evolving digital behavior.