Received 05.02.2025, Revised 02.05.2025, Accepted 26.06.2025

Brand positioning in digital space: Market changes adaptation mechanisms

Yaroslav Biriukov

The study aimed to identify the main vectors of transformation of brand strategies under the influence of changes in consumer behavioural patterns in the retail sector. The study used the case study method to analyse the marketing strategies of five global brands: Netflix, Tesla, McDonald’s, Coca-Cola, Volvo, and five Ukrainian companies: Comfy, Foxtrot, Dnipro-M, ANC, and Klass. The main results demonstrated that personalised strategies using artificial intelligence, customer relationship management systems, chatbots and data management platforms provide a significant increase in the effectiveness of brand interaction. The introduction of personalised solutions has increased the ClickThrough Rate by 50%, the conversion rate by 130%, the average check by 20-30%, and the customer retention rate in omnichannel models by 56%. The use of emotional branding, through cultural relevance, visual consistency and storytelling, significantly increases customer loyalty and satisfaction. Ukrainian companies that have adapted these practices have demonstrated a stronger digital presence, expanded audience, and steady growth in engagement across digital channels. The analysis of strengths, weaknesses, opportunities and threats showed that the key strengths of digital brands are the consistency of visual identity and personalisation, while the main weaknesses are technical dependence and the risk of reputational damage. Opportunities include the development of User-Generated Content and multichannel communications, while threats include increased competition and cybersecurity. The results obtained show that digital brand management is not only a communication tool, but also a strategic platform for building competitive advantages, strengthening loyalty and increasing brand value in a dynamic market. The practical significance of the study is determined by the fact that its results can be used by retailers to develop effective digital brand management strategies, incorporating personalisation, multichannel interaction and the introduction of artificial intelligence tools

interaction; content; competitiveness; personalisation; analytics; artificial intelligence; algorithm
8-20
Biriukov, Ya. (2025). Brand positioning in digital space: Market changes adaptation mechanisms. Innovation and Sustainability, 5(2), 8-20. https://doi.org/10.31649/vis/2.2025.08

References

  1. Ali, O., Osmanaj, V., Kwiatek, P., Alryalat, M., Chimhundu, R., & Dwivedi, Y.K. (2023). The impact of technological innovation on marketing: Individuals, organizations and environment: A systematic review. Economic Research, 36(3), article number 2210661. doi: 10.1080/1331677X.2023.2210661.
  2. Al-Moaid, N.A., & Almarhdi, S.G. (2024). Developing dynamic capabilities for successful digital transformation projects: The mediating role of change management. Journal of Innovation and Entrepreneurship, 13, article number 85. doi: 10.1186/s13731-024-00446-9.
  3. ANC. (n.d.). About us. Retrieved from https://anc.ua/about_us.
  4. Andriushchenko, K., & Marchuk, S. (2024). The impact of artificial intelligence on the transformation of enterprise business processes. Management and Business, 2(2), 18-31. doi: 10.59214/mb/2.2024.18.
  5. Artificial intelligence in marketing: Trends 2025 and business opportunities. (2025). Retrieved from https://gl.ua/blog/shtuchnyy-intelekt-u-marketynhu-trendy-2025-i-mozhlyvosti-dlya.
  6. Brand promotion tools. (2024). Retrieved from https://gl.ua/blog/instrumenty-dlya-prosuvannya-brendu?page=4.
  7. Browder, R.E., Dwyer, S.M., & Koch, H. (2024). Upgrading adaptation: How digital transformation promotes organizational resilience. Strategic Entrepreneurship Journal, 18(1), 128-164. doi: 10.1002/sej.1483.
  8. Chandra, S., Verma, S., Lim, W.M., & Kumar, S. (2022). Personalization in personalized marketing: Trends and ways forward. Psychology & Marketing, 39(8), 1529-1562. doi: 10.1002/mar.21670.
  9. Chen, Y. (2023). Comparing content marketing strategies of digital brands using machine learning. Humanities and Social Sciences Communications, 10, article number 57. doi: 10.1057/s41599-023-01544-x.
  10. Coca-Cola. (n.d.). Our company. Retrieved from https://www.coca-colacompany.com/about-us.
  11. Comfy. (n.d.). About the company. Retrieved from https://comfy.ua/ua/landing/aboutus.html.
  12. Danchenko, O. (2023). How and why to implement omnichannel in 2023. Retrieved from https://esputnik.com/uk/blog/yak-i-dlya-chogo-vprovadzhuvati-omnikanalnist-u-2023-roci.
  13. Digital marketing trends in 2025: What you need to know to stay competitive. (2025). Retrieved from https://hub.kyivstar.ua/articles/trendi-czifrovogo-marketingu-u-2025-roczi-shho-potribno-znati-abi-zalishatisyakonkurentospromozhnimi.
  14. Dnipro-M. (n.d.). News. Retrieved from https://dnipro-m.ua/news/.
  15. Dubovyk, N. (2024). Digital branding: Innovative approaches in the context of the transformation of the Ukrainian market during the war. Economic Achievements: Prospects and Innovations, 2. doi: 10.57125/econp.2024.01.29.05.
  16. Dwivedi, Y.K., et al. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 59, article number 102168. doi: 10.1016/j.ijinfomgt.2020.102168.
  17. Fauzzia, W., Rahayu, A., & Hendrayati, H. (2025). The role of omnichannel strategy in enhancing consumer experience: A literature review. Dinasti International Journal of Education Management and Social Science, 6(3), 19861994. doi: 10.38035/dijemss.v6i3.3907.
  18. Foxtrot. (n.d.). About the company. Retrieved from https://www.foxtrot.com.ua/uk/article/673.
  19. France, S.L., Davcik, N.S., & Kazandjian, B.J. (2025). Digital brand equity: The concept, antecedents, measurement, and future development. Journal of Business Research, 192, article number 115273. doi: 10.1016/j.jbusres.2025.115273.
  20. Granat, L. (2017). Branding at internet trade enterprises: Trends and prerequisites of development. International Scientific Journal “Internauka”. Series: “Economic Sciences”, 7(7), 65-70.
  21. Hliadko, M. (2024). Ways of integrating brands into the international information space. In G.V. Duhinets (Ed.), International trade and economic relations in the XXI century: Collection of scientific articles of full-time and part-time students (pp. 36-49). Kyiv: State University of Trade and Economics.
  22. Kamkankaew, P., Thanitbenjasith, P., Sribenjachot, S., Phattarowas, V., Thanin, P., & Khumwongin, S. (2025). The future of digital marketing: What lies ahead? International Journal of Sociologies and Anthropologies Science Reviews, 5(2), 1-28. doi: 10.60027/ijsasr.2025.5444.
  23. Khanal, S., Zhang, H., & Taeihagh, A. (2025). Why and how is the power of Big Tech increasing in the policy process? The case of generative AI. Policy and Society, 44(1), 52-69. doi: 10.1093/polsoc/puae012.
  24. Kheina, M. (2023). The meaning of colour and its symbolism in digital marketing: How to harness the power of colour. Retrieved from https://bannerboo.com/ua/blog/znachennya-koloru-ta-yoho-symvolika-u-tsyfrovomumarketynhu/.
  25. Klass. (n.d.). Retrieved from https://klassmarket.ua/pro-nas/.
  26. Kofman, V., & Pankovets, L. (2023). Transformation of the concept of brand management in the digital economy. In Synergy of science and business in the post-war restoration of Kherson region: Proceedings of the international scientificpractical conference (pp. 151-153). Odesa: Oldi+.
  27. Massa, S., Annosi, M.C., Marchegiani, L., & Messeni Petruzzelli, A. (2023). Digital technologies and knowledge processes: New emerging strategies in international business. Journal of Knowledge Management, 27(11), 2653-2678. doi: 10.1108/JKM-12-2022-0993.
  28. McDonald’s. (n.d.). News. Retrieved from https://www.mcdonalds.com/ua/uk-ua/uanewsroom/news.html.
  29. Meyer, K.E., Li, J., Brouthers, K.D., & Jean, R.-J. (2023). International business in the digital age: Global strategies in a world of national institutions. Journal of International Business Studies, 54, 577-598. doi: 10.1057/s41267-02300618-x.
  30. Mirdasse, S. (2024). Digital marketing in a context of digital transformation: A conceptual model integrating digital entrepreneurship to revolutionize digital practices. Revue Internationale de la Recherche Scientifique et de l’Innovation, 2(2), 153-177. doi: 10.5281/zenodo.11370771.
  31. Netflix. (n.d.). Company profile. Retrieved from https://ir.netflix.net/ir-overview/profile/default.aspx.
  32. Omnichannel communications – what is it in simple words? (2022). Retrieved from https://decisiontele.com/uk/ news/omnichannel-communications---what-is-it-in-simple-words.html.
  33. Pascucci, F., Savelli, E., & Gistri, G. (2023). How digital technologies reshape marketing: Evidence from a qualitative investigation. Italian Journal of Marketing, 2023, 27-58. doi: 10.1007/s43039-023-00063-6.
  34. Paul, J., et al. (2024). Digital transformation: A multidisciplinary perspective and future research agenda. International Journal of Consumer Studies, 48(2), article number e13015. doi: 10.1111/ijcs.13015.
  35. Podorozhna, M.R. (2023). Methodical approach to brand formation and positioning on international markets. Actual Problems of Economics, 266(8), 19-27. doi: 10.32752/1993-6788-2023-1-266-19-27.
  36. Reimann, C., Carvalho, F., & Duarte, M. (2021). The influence of dynamic and adaptive marketing capabilities on the performance of Portuguese SMEs in the B2B international market. Sustainability, 13(2), article number 579. doi: 10.3390/su13020579.
  37. Romat, Ye., & Granat, L. (2021). Online store brand strategies. Efficient Economy, 1. doi: 10.32702/2307-21052021.1.20.
  38. Rybalchenko, Y. (2025). Strategic approaches to utilizing influencer marketing for scaling small businesses. Current Issues in Economic Sciences, 12. doi: 10.5281/zenodo.15652811.
  39. Shevchenko, V., Taranenko, I., Yaremenko, S., Mishustina, T., Poprotskyy, O., & Mostova, A. (2022). Trends in digital marketing in the context of information society development. Postmodern Openings, 13(2), 448-460. doi: 10.18662/po/13.2/464.
  40. Sorivka, I.T. (2024). The impact of digitalization on the development of brand management in multinational corporations. (Master’s dissertation, West Ukrainian National University, Ternopil, Ukraine).
  41. Talimonchuk, T. (2024). AI in marketing: Examples and use cases. Retrieved from https://claspo.io/ua/blog/ai-inmarketing-examples-and-use-cases/.
  42. Terekhov, D., & Zhelavska, N. (2024). Branding and brand management in the company’s digital marketing management system. Modeling the Development of the Economic Systems, 3, 75-80. doi: 10.31891/mdes/2024-13-10.
  43. Tesla. (n.d.). About us. Retrieved from https://www.tesla.com/about.
  44. Tkachyk, L., Rubakha, M., Paitra, N., Demchyshak, N., & Oznamets, V. (2023). Research of IT business in Ukraine: Trends, forecasts, and development strategies. Financial and Credit Activity: Problems of Theory and Practice, 5(52), 353-368. doi: 10.55643/fcaptp.5.52.2023.4128.
  45. Volvo. (n.d.). About us. Retrieved from https://www.volvogroup.com/en/about-us.html.
  46. Zakhozhiy, M. (2024). What is omnichannel marketing and how to use it. Retrieved from https://uaateam.agency/blog/shcho-take-omnikanalnyy-marketynh-ta-yak-yoho-vykorystovuvaty/.
  47. Zhang, X., & Guo, C. (2024). Influencing factors and formation mechanism of brand preference in community e-commerce. Sustainability, 16(23), article number 10638. doi: 10.3390/su162310638.
  48. Zhang, Y. (2024). Brand strategy impact study of SKIMS and the potential brand trajectory post AI integration. SHS Web of Conferences, 185, article number 03011. doi: 10.1051/shsconf/202418503011.