THE ROLE OF BRANDING IN TIMES OF MILITARY CONFLICT

Abstract

The aim of this article is to examine the relationship between branding objectives and marketing communications in an unstable marketing environment. It has been established that the rapid transformation of markets necessitates the search for new approaches to shaping a brand’s marketing communications. Given that a brand is a key intangible asset of a company, the importance of preserving it is heightened in the face of a rapid decline in demand and the need to adapt communication strategies in unstable operating conditions, particularly in the context of the armed conflict in Ukraine. Particular attention is paid to identifying the shift in the focus of marketing communications towards empathetic communication, with the aim of retaining consumer attention and retaining customers, as well as building loyalty, which is the primary objective of branding. The fundamental principles of modern marketing, branding and marketing communications, as well as their interrelationships and correlations, are explored. The main objectives of a brand’s communication policy in the brand development process are outlined; these are implemented through digital channels as a set of interrelated tools for influencing consumer and customer perceptions, and form the core strategy for promotion in digital media. It has been shown that, against a backdrop of armed conflicts, shifts in consumer preferences, changes in the demographic structure of society and increased stress, there is a shift in the objectives of marketing communications from being informative, motivational and reminder-based to demonstrating solidarity with consumers and customers, understanding consumers and their needs, in order to maintain trust and empathy towards the brand. The study examined how the focus in marketing communications is shifting from rational motives to the demonstration of values that resonate with today’s consumers and customers, thereby enhancing engagement with the brand and fostering brand communities united by shared social beliefs and values. The proposed adjustment to the tone of communications and the approach to interacting with consumers, tailored to their behavioural characteristics and information needs, has revealed that aggressive and intrusive messages are inappropriate; furthermore, excessive use of entertainment content should be avoided, as this may be perceived as toxic and alienate consumers and customers.