BRANDING AS A SOCIAL COMMUNICATION TECHNOLOGY FOR MANAGING CONSUMER BEHAVIOR

The article is devoted to methods of managing consumer behaviour. The authors propose using branding tools as a social and communication technology for this purpose. The authors examined both classic branding approaches and entirely new technologies. The authors examined the essence of brand and branding, analyzed the development trends of branding as a social and communicative technology for managing consumer behaviour, among which highlighted the flexibility and maximum automation, the rapid transition of consumers to new technologies, the role of technology in brand growth, and the need to manage loyalty. The study showed that the brand determines the value of goods. Hence, the authors developed a branding algorithm to control consumer behaviour and proposed technology for measuring consumer attitude to the brand.