Brand image and reputation in the digital environment: assessment and development

The article examines key aspects of brand image and reputation formation and development in the context of digitalization and the growing role of online communication environments. Brand image and reputation are considered as strategic intangible assets influencing organizational competitiveness, stakeholder trust, and long-term market sustainability. The study analyzes major theoretical approaches to understanding brand image and reputation and highlights their transformation under digital conditions. Particular attention is paid to approaches and tools for assessing brand image and reputation in the online environment, including communication-based, behavioral, and integrated analytical methods. Key challenges of brand reputation assessment and management are identified, such as the high dynamics of digital communications, the influence of user-generated content, and limited control over information flows. The paper outlines priority directions for the development and management of brand image and reputation in the digital environment, emphasizing a systemic approach, the use of analytical tools, and sustainable interaction with target audiences.