DIGITAL INNOVATIONS AS TOOLS FOR HIGH-TECH BRANDS PROMOTING IN GLOBAL MARKETS

Abstract

The article reveals the issues of using innovative tools to promote high-tech brands to the markets, the possibility of using artificial intelligence technologies, immersive technologies as tools for marketing activity and building trust in brands in the global market. It is determined that it is innovative technologies that become the basis for forming a high level of trust in high-tech companies, fixing their active position in the technology market. This leads not only to an increase in loyalty to the brands themselves, but also contributes to the formation of new markets, where technologies are no longer considered as achievements of activity, but as tools for promotion. The impact of artificial intelligence, big data analysis, immersive technologies and digital platforms on the mechanisms of forming brand value, attracting consumers and creating long-term competitive advantages is analyzed. It is substantiated that the fragmented use of individual technological tools limits the effectiveness of branding strategies, while their strategic integration contributes to increasing the scalability, sustainability and adaptability of brands in technologically intensive markets. Companies are increasingly using virtual and augmented reality to promote their products, and the presence of companies or brands in the voice assistant ecosystem is considered an important tool for market success and promotion of companies even in local markets. It has been established that the leaders in the voice assistant market are precisely high-tech brands that test these technologies and release them to the market as separate tools, forming entire ecosystems. The peculiarity of the study is the systematization of key trends and mechanisms of the influence of innovative technologies on the effectiveness of the promotion of high-tech brands, which allows us to deepen the theoretical foundations of branding and provide practical guidelines for the development of strategically sound brand management models in the context of increasing digitalization and instability of the global market.