Author: Aslanova, A.F.; Abdumuminova, D.T.

Annotation: The article deals with the study of the characteristics of PR in the promotion of a national brand. Developing a successful marketing strategy is often one of the most difficult tasks. Even the best brand can fail if it is presented to the public in the wrong form and quality. Features of PR brands in the era of digitalization suggests that this method can significantly reduce the cost of promoting a product when approaching a consumer. But there is one peculiarity: if you do not have time to join the trend in time, you end up on a crowded platform, the users of which no longer notice marketing, and you must take into account the complexity of promoting a national brand.

Keywords: marketing, brand, national, resources, digitalization, product promotion, consumers, audience, market

Pages in journal: 189 - 192