THE FUTURE OF BRAND MANAGEMENT: CHANGING TRENDS IN BRAND MANAGEMENT METHODS AND THEIR IMPACT ON START-UP BUSINESS GROWTH

ABSTRACT The contemporary business world is trying to create its own niche and find its essence in order to be one step ahead of its competitors in order to develop and grow faster in the competitive environment under the guidance of changing trends and technological developments. Especially with the new trends in the marketing sector turning towards digitalization, start-up businesses prioritize digital marketing as well as artificial intelligence trends in marketing order, in order to grow in a short time by creating brand awareness and reach loyal customers. With the benefits of new marketing trends in a digital environment start- up businesses which are new to the sector, have thus begun to find the environment to compete with well-known businesses. This study draws attention to today’s marketing communication era, where consumers play a crucial role and have a say in brand management, and accordingly, it discusses concepts such as social listening and corporate reputation through the perspective of start- up businesses marketing management methods by drawing attention the advantages and disadvantages of digitalization from the perspective of consumers and businesses. Keywords : brand management, start-up business, digitalization, artificial intelligence, social listening