Современная практика разработки комплекса интегрированных бренд-коммуникаций для предприятий рынка телекоммуникационных услуг

In the last decade, streaming platforms and services with a subscription to certain content have been developing more actively. Abroad, their popularity has already reached its peak, the competition between brands of online cinemas has even earned its own term - “Streaming wars”. In the field of video streaming, brand communication plays a huge role, since the main points of difference for brands at this stage of market development are already recognized as emotional attributes. That is why huge funds are now being allocated to developing the brand and strengthening its position in the online cinema market. Brand communications can bring maximum benefit only when they are used in a complex, thanks to the synergistic effect. In the current realities of oversaturation of the market and overload of the information field, companies need to use brand communication as efficiently as possible - this is possible only by integrating them into a single consistent complex. All of the above determines the relevance of this article.