Russian Federation
The article presents an analysis of the concept of brand at the current stage of development of integration and communication processes with the widespread use of digital technologies. The issues of transition to the ecosystem brand are considered. The main activities of companies operating in the field of telecommunications services in the field of transition to the ecosystem brand are analyzed. The concept of the “ecosystem center” and the features of its formation and functioning in companies providing telecommunications services are considered. The recommended algorithm of actions is formulated, which can be used by companies operating in the telecommunications services system when switching to a personality-oriented communication system of brand interaction with the consumer.
d, ecosystem, efficiency, communications, ecosystem center
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