New forms of branding and innovative marketing communications in the system of improving the reputation of an enterprise

Abstract

The purpose of the article is a comprehensive theoretical and practical justification of the impact of new forms of branding and innovative marketing communications on improving the reputation and security potential of an enterprise. The object of the study is the system of relationships between branding, innovative communications and the reputational capital of modern enterprises. The article identifies modern trends in the transformation of branding and marketing communications aimed at improving the reputation and security potential of an enterprise in the digital economy. Modern forms of branding are characterized. It has been established that interactive branding expands the space of interaction through augmented reality and gamification, sensory branding activates multimodal channels of perception and enhances memorability, value-oriented branding demonstrates a social mission through transparent reporting; co-creative branding involves the audience in joint product design, minimizing the risk of errors. The effectiveness and feasibility of four innovative marketing communications - augmented and virtual reality technologies, personalized algorithmic interactions, live broadcasts with instant purchase service and tokenization via a blockchain, which increase the authenticity of content, transparency of processes and speed of customer service, are proven. The key areas of improving the reputation of a modern enterprise through branding and marketing communications are substantiated. The theoretical novelty lies in the systematization of the relationships between branding, communications and security potential. Practical recommendations are implemented through a step-by-step algorithm: audit of contact points, integration of augmented reality, deployment of enhanced ethical models of artificial intelligence, launch of blockchain certificates and quarterly monitoring of reputation indicators in real-time marketing panels.