Medvedieva K. Digital Branding of Retail Enterprises

The dissertation is devoted to a comprehensive study of digital branding for a retail enterprise. The role of digital branding in increasing the efficiency of the enterprise is revealed. The principles of digital branding are distinguished. Brand identity of a retail trade enterprise in a digital environment is proposed as a concept designed to ensure the brand's functions of identification, differentiation, and personalization, aimed at influencing consumer behavior in the digital environment. A digital branding model is formulated, comprising four components: philosophy, values, addressability, and differentiation. A digital branding algorithm has been developed. The tools of digital branding in the branding system of retail enterprises are studied, and a conceptual model of their application is presented to build integrated brand communications using the PESO model. An algorithm for evaluating the effectiveness of digital branding is proposed. A process for SMM-promotion tailored to retail enterprises is proposed. A schematic process for contextual advertising tailored to retail enterprises is suggested. A targeting model considering customer experience along the consumer journey is substantiated. Criteria for evaluating digital branding effectiveness are distinguished: economic, communicative, and psychological effectiveness, providing the enterprise with a basis for comprehensively assessing the results of marketing activities promoting the brand in the digital environment and their impact on the target audience. The characteristics of retail enterprises in modern conditions are analyzed. The development of retail in Ukraine is examined. The digital branding tools in the marketing system of retail enterprises are analyzed. The study focuses on three leading Ukrainian retail chains. The specifics of various digital branding tools are identified: website structure, design, keywords, SEO indicators, website traffic, paid advertising, promotional messages, banners, videos, mobile promotion. Evaluation criteria for the digital brand of a retail enterprise are proposed. The effectiveness of digital branding for the studied retail chains is assessed. A structured model for promoting a digital brand through online advertising is presented. A model for optimizing advertising campaigns in contextual advertising and social media for retail enterprises is developed, including two aspects: optimization through resolving technical issues that may arise in advertising management platforms and working directly with metrics depending on their performance. Key characteristics and unique features of the brands of the studied chains are identified, substantiating the choice of advertising channels and tools. Their descriptions, advantages, and targeting methods are presented. For each enterprise, an action plan for digital brand promotion is developed, including communication strategies, key metrics, budget, target actions, and key performance indicators. The dissertation provides recommendations for improving the process of managing digital branding tools in retail enterprises. A step-by-step plan for optimizing branding efforts is presented, focusing on the integration of innovative technologies, such as artificial intelligence and data-driven decision-making, to enhance the performance of digital campaigns. Practical guidelines are outlined for using advanced analytics and predictive modeling to refine targeting, customize messaging, and allocate budgets more efficiently. This allows retail enterprises to maximize the return on investment in branding activities and achieve sustainable growth in the digital environment. The dissertation concludes by summarizing the theoretical, methodological, and practical contributions of the research. It emphasizes the importance of continuous monitoring and adaptation of digital branding strategies to meet the evolving needs of consumers and the dynamic nature of the retail industry. The proposed frameworks and tools aim to provide a strategic advantage to retail enterprises, enabling them to build stronger brand identities and foster long-term customer loyalty in the digital era. Key results of the dissertation are implemented into the practices of the studied retail enterprises, confirming the validity and effectiveness of the proposed approaches. The findings also serve as a foundation for further research in digital branding and its application in other sectors.