THEORETICAL AND METHODOLOGICAL ASPECTS OF THE ROLE OF BRAND AND DEVELOPMENT OF BRANDING IN THE INTERNET MEDIA

Introduction. The success of the company in the minds of fierce competition lies in the success of its brand. Development of an effective brand strategy and successful positioning in the market are key success factors. Brand management will ensure a meaningful and effective positioning of the company based on competitive advantages, and reliable branding is the basis of competitiveness. This is of great importance both for great international brands and for national and local companies. The identification of a dynamic and unrefined market middle relies on the adoption of constant respect for preserving one's positions in the market, stagnation of various methods and tools. One of the key aspects of this is branding, which significantly contributes to the success of the business. When developing a strategy, development and focus on the target audience should be consistent with the specific branding. The brand reflects the song values, features and activities that people accept. Regardless of the fact that brand management and its developments have already been drawn from different points of view, the dynamic market center requires a steady refinement of new techniques and the development of new approaches. In addition, it is important to forge the development of brands in the minds of growing competition and to accommodate the influx of factors from various spheres of government activity. Purpose. Understanding the theoretical and methodological positions in the context of the role of the brand and the prospects for the development of branding in the minds of the current digital environment. Materials and methods. To write a scientific work, a variety of scientific information sources were used. Among them are current basic methodological handbooks, handbooks, scientific articles, monographs, materials of scientific conferences. In the process of writing the work, a variety of methods were used, including abstract-logical analysis, abstraction, analysis and synthesis with the method of ensuring the full presentation of the material. Results. Instead, the importance of the work lies in the systematization and referenced information for understanding the importance of brand development and the establishment of branding in current companies that have ambitions to achieve success and ensure and steel developments in the minds of the digital middle. Discussion. Branding features are determined by the unique characteristics of the Internet environment and the main communication channels within it. Thus, all online communication channels should be thoroughly analyzed in the following categories: “Owned media”, “Paid media”, “Earned Media”, “Shared Media”. The stench is directly used for molding, promoting and enhancing the positive image of the brand, increasing its visibility and customer loyalty. The very categories of recognition and loyalty among the target audience may be the subject of further research.