The Place of Business Analytics in Anti-Crisis Strategic Marketing in War Conditions: Brand Adaptation in Ukraine

Abstract

The purpose of this article is to substantiate the role of business analytics in the system of anti-crisis strategic marketing and analyze the key forms of brand adaptation to transformations of the external environment in conditions of full-scale armed invasion. The object of the study is strategic marketing of enterprises in conditions of martial law. The article identifies modern approaches to understanding anti-crisis strategic marketing in conditions of martial law in Ukraine, caused by full-scale armed invasion. It is proven that changes in the external environment cause the transformation of marketing strategies, making it necessary to rethink brand positioning and adapt to new consumer expectations. It is substantiated that business analytics serves as an analytical core, on the basis of which enterprises can make informed strategic decisions regarding the development, stabilization and preservation of brand recognition. The study characterized four key essential principles of anti-crisis strategic marketing, which include: orientation on flexibility and speed of response, rethinking consumer behavior, digitalization of marketing tools and the priority of a socially responsible approach to building communications. It was established that effective adaptation of brands in martial law takes various forms - from rebranding to digital reformatting, social positioning and territorial adaptation. It is proven that analytical support is not just an auxiliary element, but a central factor in the survival and transformation of brands in a crisis period. Four principles of the influence of business analytics are identified: objectification of decision-making, search for new market opportunities, cost optimization and formation of scenario thinking. Based on the analysis, the feasibility of integrating analytical approaches into strategic marketing management as a necessary condition for ensuring brand flexibility in conditions of high turbulence is substantiated.