Art communication in branding: economic aspects

Today, in the context of the transformation of reality, the strengthening of trends in informatization and the development of new technologies, it is extremely important to assess the trends in art and communications that arise in the process of such transformations. These changes are often not so obvious, due to the fact they are aimed at forming emotional connections. Nevertheless, it is important to highlight the very definition of art communication. It is pointed out that art communication allows more explicit and deeper interaction with recipients than use of traditional verbal forms. This allows to conclude, more effective forms of product promotion than conventional advertising exist. An equally important task is the classification of forms and types of art communication, as well as those spaces in which it can occur. The identification of the main forms of interaction between the brand and art, namely, mentoring, art impressions, art collaborations, educational models, is seen as an important practical result of the study. It is pointed out that art communications are becoming an important virtual element of branding. It is proved that a brand today is not only a set of technical, financial and emotional characteristics of a product in the buyer’s vision, but also an object of art, creativity and requires a careful approach to the creative component of development.