Historical-evolutionary analysis of the formation of branding as a scientific-applied direction in the system of forming marketing strategies

Abstract

The purpose of the article is to substantiate branding as a scientific-applied direction in the system of forming marketing strategies through a historical-evolutionary analysis of its development. The object of the study is the brand as an element of the communication, economic and strategic system of the enterprise. The article characterizes and substantiates branding as an independent scientific-applied direction in the system of forming marketing strategies. It is determined that branding has undergone a complex evolution from identification symbols in ancient times to an integrated system of brand value management in the digital age. A historical and evolutionary analysis of the development of branding has been conducted, within which four key stages have been established: proto-branding in the artisanal era, industrial branding, the period of scientific formation within classical marketing, and the digital transformation of branding in the context of globalization. The features that confirm the status of branding as a scientific and applied direction have been characterized: the presence of its own categorical system of concepts, developed brand management tools, integration into business education, and interdisciplinary nature. It has been proven that branding is not only a tool for visual differentiation, but also a mechanism for strategic identification of an enterprise, which forms competitiveness, loyalty, and social capital. It has been established that modern branding is acquiring new functions: it becomes a platform for value communication, dialogue with the consumer, and cultural representation of enterprises, territories, and persons. The importance of considering branding in the digital economy, where the boundaries between marketing strategy, emotional experience and corporate reputation are increasingly blurred, is substantiated. The materials of the article can be used to improve the strategic brand management system, develop training programs, as well as for further scientific research in the field of marketing, communications and management.