Design as a key factor in brand building: value congruence and brand identity through design

Abstract

Modern marketing is rapidly developing in modern conditions. This process and its impact on the economic component and digital transformation requires effective consideration of all details. In the field of marketing, the terms "design" and "brand" are characterized by high dynamics and have their own characteristics in creating a brand. The main purpose of the study is to consider the role and prospects of using design as an important component in creating a brand in accordance with the requirements of identity and approaches to responding to changes in the external environment. Accordingly, the purpose of the article is a comprehensive analysis of the relationship between design and brand in the development of the modern marketing environment and the integration of advertising in the Ukrainian economic market. The methodology includes both specialized and general scientific methods that allow you to reveal all the details in the study of brand marketing. Scientific novelty includes the analysis of modern influence strategies and the importance of design and brand in the reformation of the economic sector and the marketing sector in general. It has been established that brand development is the key to successful strategies, the development of new programs and projects. A brand designates a particular product or service in a special way. The visions of the concepts of "brand" and "design", their interaction, signs, advantages and disadvantages, relationship with the external environment have been presented. The functioning of the international marketing environment, the general state of branding, development trends, the dynamics of adaptation on the international arena are presented. The main conclusions are reflected in the process of proposition of further prospects for the development of design as a key component in the creation of a brand and its rapid development as the main marketing innovation in modern conditions.