Modern approaches to brand book design in the context of brand communication digitalization

Abstract

The purpose of the study is to identify the directions of transforming the classic brand book in the context of the digitalization of the communication environment. The article identifies the key operational and functional limitations of a static brand book, which manifest in its reduced effectiveness within multichannel digital communication. The necessity of transforming the brand book into an interactive digital system that provides centralized management of brand identity is substantiated. The scientific novelty of the study lies in systematizing the structural and functional components of a digital brand book platform and determining their role in ensuring brand identity management within a digital communication environment. As a result of the study, it was established that the digital transformation of a brand book enhances its functional efficiency as a tool for ensuring identity integrity and cross-functional collaboration, while also serving as a prerequisite for boosting competitiveness in the digital economy.