Theoretical aspects of branding in new media

Abstract

Branding is impossible without using of psychological influence on the consumer. In addition to the technical
characteristics of the product, it is important for marketers and PR specialists to know which psychological techniques
will work and affect sales growth. And also, in the consumer audience in the long run. This scientific article proposes to
consider the main reasons why people choose brands and what new tools have appeared in recent years. Target audience is
an important aspect of any marketing activity. The presence of a brand’s target audience allows you to focus on a specific
group of market consumers, sell it in the right place with the right communication.