BRAND MANAGEMENT: THE CONCEPT OF BRAND MEDIA AND BRAND ECOSYSTEMS

Abstract

In the modern world, media communications are undergoing a constant transformation, functioning within the framework of new social models of the knowledge economy. The issues of the effectiveness of external corporate communications in the context of the variability of the media environment and the dynamics of media model transformations remain extremely relevant for modern organizations. The article examines modern approaches to brand management in a developing media environment, where traditional technologies of external corporate communications are giving way to omnichannel brand media integrated into brand ecosystems. Special attention is paid to the concepts of brand media and brand ecosystems as key tools for effective corporate communication, allowing organizations to create a favorable image and strengthen the loyalty of stakeholders. The article examines the textual basis of media products, which determines both the content and the form of interaction with the audience, and its role in shaping successful synergetic interaction with stakeholders. The definition of brand media is proposed as a synergy of typologically different elements of corporate communications, such as meanings, symbols, processes and channels united by common goals and values, and a brand ecosystem as a dynamically developing and balanced environment for the interaction of these elements. The characteristics and functions of the brand ecosystem are analyzed, including an alignment policy that ensures stability and balance of elements, brand promotion, products and services of the organization, as well as segmentation of target audiences. The role of the brand as the boundary of the ecosystem is emphasized, ensuring its recognition and allowing targeted interaction with various groups of stakeholders. The conclusion is that there is a need for an ecosystem approach to brand management and corporate communications in modern conditions, where brand media plays a central role in coordination and management, ensuring consistency of messages and sustainable development of the organization. The possibility of using the brand ecosystem to segment the target audience, and brand media to keep corporate communications in a state of synergy is considered.