Brand positioning in digital space: Market changes adaptation mechanisms

The study aimed to identify the main vectors of transformation of brand strategies under the influence of changes in consumer behavioural patterns in the retail sector. The study used the case study method to analyse the marketing strategies of five global brands: Netflix, Tesla, McDonald’s, Coca-Cola, Volvo, and five Ukrainian companies: Comfy, Foxtrot, Dnipro-M, ANC, and Klass. The main results demonstrated that personalised strategies using artificial intelligence, customer relationship management systems, chatbots and data management platforms provide a significant increase in the effectiveness of brand interaction. The introduction of personalised solutions has increased the ClickThrough Rate by 50%, the conversion rate by 130%, the average check by 20-30%, and the customer retention rate in omnichannel models by 56%. The use of emotional branding, through cultural relevance, visual consistency and storytelling, significantly increases customer loyalty and satisfaction. Ukrainian companies that have adapted these practices have demonstrated a stronger digital presence, expanded audience, and steady growth in engagement across digital channels. The analysis of strengths, weaknesses, opportunities and threats showed that the key strengths of digital brands are the consistency of visual identity and personalisation, while the main weaknesses are technical dependence and the risk of reputational damage. Opportunities include the development of User-Generated Content and multichannel communications, while threats include increased competition and cybersecurity. The results obtained show that digital brand management is not only a communication tool, but also a strategic platform for building competitive advantages, strengthening loyalty and increasing brand value in a dynamic market. The practical significance of the study is determined by the fact that its results can be used by retailers to develop effective digital brand management strategies, incorporating personalisation, multichannel interaction and the introduction of artificial intelligence tools