Маркетингові стратегії забезпечення резильєнтності бренду компанії в умовах гібридних загроз

Abstract

This work is devoted to the analysis of marketing strategies for ensuring brand resilience under the conditions of hybrid threats. The study examines the impact of combined cyber and informational attacks on corporate reputation and customer equity. Strategic recommendations are provided for shifting from reactive crisis management to proactive marketing communications, utilizing continuous Social Listening, and aligning internal marketing to protect customer trust in a highly volatile environment.