Digital brand marketing: building value, trust and loyalty in digital goods and services markets

The article examines the specific features of digital brand marketing in markets for digital goods and services. It distinguishes digital brand marketing from the digital branding of traditional goods and services. The study shows that the brand equity of a digital product is shaped by functional value, user experience, digital trust, personalization, network effects, and corporate reputation. The article systematizes digital brand management tools and performance indicators for SaaS platforms, fintech services, marketplaces, EdTech, media, and AI-based services. Key risks are identified, including a mismatch between brand promise and product quality, loss of digital trust, dependence on paid traffic, and reputational risks associated with partners. The study concludes that effective digital brand management requires the integration of marketing, product development, analytics, information security, and customer support. 

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