Digital branding or brand marketing digitalization

The problem of brand marketing digitalization emerged as a tool for managing the consistent development from a simple customer awareness to the formation of his loyalty is revealed in the paper. The loyalty ensures the stability of the company to the actions of competitors aimed at its displacement from the market and luring buyers. The natural process of the digital environment development and its role in the deployment of the implementation of modern technologies in brand marketing are presented in the study. Modeling was used as the main research method, namely, consideration of the totality of facts about the development of the digital environment and the formation of statements regarding the periodization of the digitalization of brand marketing in the form of a logical model of knowledge representation. It is concluded that as a result of the global evolution of the traditional industry into digitized, the effectiveness of competitor tools increases; there is an increase in the transfer of information to various digital platforms; models of consumer behavior, means of attracting consumer attention and protecting the brand are changing. The main result of the study is the formation of a logical scheme of periodization of the digitalization of brand marketing.