Using digital tools for brand development

Currently, the role of the influence of digital services on the process of brand formation and promotion is increasing. This process is particularly relevant during the introduction of restrictive measures caused by the Covid-19 pandemic. The use of new approaches allows you to take a different look at the process of forming an advertising company. This article discusses brand development tools, statistical data related to the development of digital branding tools: the main approaches are identified, their components, principles, distinctive features and features are considered. The paper considers the role of a personal brand in product promotion.