Innovative Technologies as a Tool for Personalizing Marketing Communications in Brand Management

In the context of the rapid development of digital technologies and changing approaches to interaction with consumers, the personalization of marketing communications is becoming a key factor in the formation of a sustainable competitive advantage of brands. The theoretical significance of the work lies in defining the essence of personalization as a process of individualizing marketing influences in accordance with the needs, behavioral characteristics and expectations of customers in order to form a sustainable emotional connection with the brand, expanding scientific ideas about creating a synergistic effect from combining personalized marketing with brand management tools in the context of digital transformation. The impact of modern innovative solutions, such as artificial intelligence, Big Data, and automation of marketing processes, on building personalized communications and strengthening brand identity is analyzed.