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The Anti-Crisis Approaches to Strategic Management of the Development and Competitiveness of a Business Organization’s Brand in the Context of Digital Transformation and European Integration
Husakovska T. O., Voit B. R.

Husakovska, Tetiana O., and Voit, Bohdan R. (2025) “The Anti-Crisis Approaches to Strategic Management of the Development and Competitiveness of a Business Organization’s Brand in the Context of Digital Transformation and European Integration.” Business Inform 2:753–753.
https://doi.org/10.32983/2222-4459-2025-2-753-753

Section: Management and Marketing

UDC 005.21:[658.8:005.332.4]]:004

Abstract:
The aim of the article is to determine the features of strategic management of brand development of business organizations in the context of European integration and digital transformation, also to substantiate the pivotal directions of their adaptation to modern market challenges. In the current conditions, business organizations operate in an environment that is constantly changing under the influence of globalization and European integration processes. An important factor for the successful operation of enterprises is efficient brand management, which requires adaptation to new market realities. The article examines the main aspects of strategic brand management of business organizations in the context of European integration, including harmonization with European standards, cultural adaptation, integration of digital technologies, corporate social responsibility, and anti-crisis strategies. Particular attention is paid to the impact of digital transformation on branding, including the personalization of communications, the use of big data, the automation of marketing processes, and ensuring cybersecurity in accordance with EU requirements. It is found that strategic brand management in the context of Euro-integration and digital transformation requires a comprehensive approach based on innovation, transparency, compliance with standards, and effective communication. Key areas for further research in brand management have been identified, including the development of digital strategies, enhancing the flexibility of management decisions, and the implementation of innovative communication approaches.

Keywords: strategic management, development, brand, brand management, digital transformation of the economy, European integration.

Bibl.: 10.

Husakovska Tetiana O. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Management, Poltava University of Economics and Trade (3 Ivana Banka Str., Poltava, 36003, Ukraine)
Email: [email protected]
Voit Bohdan R. – Postgraduate Student, Department of Management, Poltava University of Economics and Trade (3 Ivana Banka Str., Poltava, 36003, Ukraine)
Email: [email protected]

List of references in article

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Kapferer, J. N. The New Strategic Brand Management: Creating and Sustaining Brand Equity Long Term. Kogan Page Publishers, 2008.
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Porter, M. E., and Heppelmann, J. E. “How Smart, Connected Products Are Transforming Competition“. Harvard Business Review, vol. 92 (2014): 64-88.
Androshchuk, H. O. “Rol tekhnolohichnykh brendiv u tsyfrovii transformatsii ta ekonomichnomu zrostanni“ [The Role of Technology Brands in Digital Transformation and Economic Growth]. Nauka, tekhnolohii, innovatsii, no. 3 (2021): 60-68.
Hopka, L. “Brend-menedzhment u systemi stratehichnoho upravlinnia biznesom“ [Brand Management in the Strategic Business Management System]. Ekonomika ta upravlinnia, no. 4 (2024): 15-22.
Izhevskyi, P., Samaricheva, T., and Kudelskyi, V. “Tsyfrovi innovatsii v rozvytku maloho biznesu“ [Digital Innovations in Small Business Development]. Ekonomika ta suspilstvo. 2024. https://economyandsociety.in.ua/index.php/journal/article/view/4138
Khurdei, V. et al. “Formuvannia marketynhovoi stratehii upravlinnia brendom kompanii“ [Formation of a Marketing Strategy for the Company's Brand Management]. Ekonomichni horyzonty, no. 1(23) (2023): 4-14.

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