BRAND ECOSYSTEM MANAGEMENT IN THE CONTEXT OF STRATEGIC INTEGRATION OF ADVERTISING MANAGEMENT AND INTERNET MARKETING

Abstract

Relevance. In the context of the digital transformation of the economy, the rapid development of information and communication technologies, and increasing competition in global and local markets, the formation of effective approaches to brand management is becoming increasingly important. Traditional concepts of brand management and marketing communications are gradually losing their ability to ensure comprehensive interaction with consumers in a multi-channel digital environment. Under such conditions, the integration of advertising management and Internet marketing within a unified brand ecosystem becomes particularly relevant, as it enables communication consistency, enhances the effectiveness of marketing tools, and creates long-term competitive advantages for enterprises. The purpose of the article is to substantiate theoretical approaches to brand ecosystem management in the context of the integration of advertising management and Internet marketing.
Research methods. The study employs the methods of analysis and synthesis, scientific generalization, comparison, systems approach, structural and logical analysis, critical review of scientific literature, classification, and graphical modeling. The information base of the research consists of the works of domestic and foreign scholars in the fields of brand management, integrated marketing communications, advertising management, and digital marketing.
Results. The study refines the essence of the concept of a “brand ecosystem,” which is proposed to be understood as an integrated system of strategic, communication, technological, and analytical components functioning in interrelation to create a holistic consumer experience and ensure the long-term growth of brand equity. The expediency of transitioning from traditional brand management models to an ecosystem-based approach is substantiated. A three-level architecture of an integrated brand ecosystem is developed, and the Integrated Brand Ecosystem Management Model (IBEM Model) is proposed, combining strategic, technological-analytical, and operational-communication levels of management. The key principles of the strategic integration of advertising management and Internet marketing are identified, including synergistic consistency, data-driven management, omnichannel integration, personalized interaction, and continuous adaptation.
Practical value. The proposed theoretical provisions and the IBEM Model can be applied by enterprises across various industries to develop effective omnichannel brand communication systems, improve marketing communication management processes, enhance advertising campaign performance, optimize customer journeys, and strengthen brand competitiveness in the digital environment.
Conclusions. Effective brand management in contemporary conditions requires a transition to an ecosystem approach that ensures the integration of advertising management and Internet marketing based on a unified brand identity, digital infrastructure, and a comprehensive analytics system. The proposed IBEM Model contributes to the consistency of marketing communications, improves consumer engagement, strengthens brand loyalty, and creates prerequisites for the long-term growth of brand equity.