Brand communication strategy in the conditionsof market information oversatition

Olena Borysenko, Svitlana Petropavlovska and Daria Borysenko
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Olena Borysenko: National Technical University of Ukraine «Igor Sikorsky Kyiv Polytechnic Institute»
Svitlana Petropavlovska: National University «Kyiv Aviation Institute»
Daria Borysenko: National University «Kyiv Aviation Institute»

Economic Synergy, 2026, issue 1, 174-195

Abstract: The article explores the theoretical, methodological and applied aspects of the formation of a brand communication strategy in the conditions of information overload of the modern market and digital transformation of the economy. The relevance of the topic is due to the growth in the volume of marketing messages, fragmentation of the media space, a decrease in the level of trust in traditional advertising and the phenomenon of cognitive overload of consumers. In such conditions, the effectiveness of mass communications decreases, which requires a transition to integrated, personalized and analytically based models of interaction with audiences. The subject of the study is the process of managing brand communications of an enterprise in a digital environment, taking into account the modern challenges of the Ukrainian market. The purpose of the article is to provide theoretical justification and develop practical recommendations for building an adaptive brand communication strategy that can reduce the impact of information noise and increase the effectiveness of marketing activities. The evolution of scientific approaches to brand communication policy is analyzed, tools for countering information noise are systematized, in particular personalization, integrated marketing communications and a data-driven approach. The methodological basis is the system and process approaches, analysis and generalization of scientific works on branding, structural and logical modeling and generalization of the practice of Ukrainian companies. The work proposes a model for forming a brand communication strategy in conditions of information overload, which includes: analysis of the information environment and audience behavior; segmentation and profiling of consumers; formation of value and emotional messages; integration and omnichannel communications; content personalization; KPI monitoring; flexible adjustment of the strategy based on analytics. It has been proven that the use of digital tools contributes to increasing the relevance of communications, strengthening the emotional connection with consumers and increasing brand equity. The practical significance of the results lies in the possibility of their application in strategic planning of marketing activities of enterprises, budgeting of communications and assessing the effectiveness of brand management.

Keywords: brand; communication strategy; marketing communications; information overload; integrated marketing communications; personalization; brand management; digital tools (search for similar items in EconPapers)
JEL-codes: L86 M31 M37 (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:bja:isteus:y:2026:i:1:p:174-195

DOI: 10.53920/ES-2026-1-12

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