Issue: № 5, 2026
Doi: https://doi.org/10.37634/efp.2026.5.8e
Introduction. The digital transformation of the modern economy significantly influences marketing activities and approaches to brand management. Packaging, as one of the key elements of brand identity, is increasingly integrated with digital technologies, transforming from a purely protective and visual component into an interactive communication tool. The purpose of the paper is to examine the role of packaging digitalization in brand management and to analyze its impact on brand recognition, consumer engagement, and reputation formation in a digital environment. Results. The study shows that the ongoing growth of digitalization in the global economy significantly influences business processes and marketing practices. The increasing penetration of digital technologies accelerates communication, enhances data accessibility, and facilitates the integration of physical products into digital environments. Digital packaging technologies, such as QR codes, augmented reality, smart and active packaging, enhance the functionality of packaging by enabling interaction with consumers and providing access to additional digital content. Packaging becomes a channel for communication, data collection, and personalization, which contributes to stronger consumer engagement and improved brand visibility. It is also established that digitalization allows enterprises to compete more effectively by using cost-efficient tools such as online design platforms and interactive packaging solutions. Furthermore, packaging plays an important role in reputation management by increasing transparency, providing product-related information, and shaping consumer trust through digital integration. Conclusion. Packaging digitalization represents a significant trend in modern brand management, as it integrates physical products into digital ecosystems and expands the strategic role of packaging. It contributes to building brand recognition, enhancing customer experience, and strengthening reputation in highly competitive markets. The adoption of digital packaging solutions enables enterprises to adapt to changing consumer behavior, improve communication with target audiences, and maintain competitiveness in the conditions of ongoing digital transformation.
Keywords : digitalization, packaging, brand, reputation, management
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