Mechanisms for Implementing Innovative Brand Strategies in Automotive Industry Enterprises
DOI:
https://doi.org/10.51699/cajitmf.v7i2.1223Keywords:
Innovative brand strategy, brand management, strategic marketing, innovative marketing technologies, digital marketing, sustainable development strategy, enterprise competitivenessAbstract
This article scientifically analyzes the mechanisms for implementing innovative brand strategies in automotive enterprises and their role in increasing the competitiveness of enterprises. The main goal of the study is to improve brand management processes in the automotive industry based on innovative marketing approaches, to identify mechanisms for effectively forming brand strategies through the use of modern technologies and digital marketing tools. The research process used systematic analysis, comparative analysis, economic-statistical analysis, and content analysis methods. The article studies new approaches to the brand management system in the context of the transformation of brand strategies in the global automotive industry, the introduction of innovative marketing technologies, and the development of the electric vehicle segment. In particular, the processes of integrating innovative product strategies, digital marketing communications, marketing approaches based on consumer experience, and sustainable development principles into brand strategies in automotive enterprises were analyzed. The importance of innovative technologies and marketing communications in the formation of automotive brand capital was also scientifically highlighted.
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