MARKETING COMMUNICATIONS AS A BRANDING TOOL IN THE MANAGEMENT OF ENTERPRISES UNDER WARTIME CONDITIONS

Abstract

The purpose of the study is to systematize and analyze the evolution of marketing communications as a branding tool in the management of Ukrainian enterprises under wartime conditions. Based on a comparative analysis of the pre-war and wartime periods (2022–2025), statistical data on the advertising and communication market, findings of Factum Group and the All-Ukrainian Advertising Coalition, as well as case studies of leading Ukrainian brands (Rozetka, Nova Poshta, Monobank, Silpo, OKKO, Kormotech and others), the research identifies four main stages of the transformation of communication strategies: the reactive («silent»), emotional-patriotic, adaptive-pragmatic, and active recovery and omnichannel stages. It has been proven that the war caused a profound paradigm shift in marketing communications—from a commercial-promotional model to a value-based humanistic one, centered on empathy, transparency, local identity, social responsibility, and technological advancement. Marketing communications during the war not only fulfill promotional objectives but also perform social consolidation, reputational protection, and strategic management functions, strengthening public trust, fostering resilience, and maintaining social cohesion in crisis conditions. Scientific novelty lies in identifying four evolutionary stages of Ukrainian brands’ marketing communications during the war and providing a comprehensive characterization of marketing communications as a branding tool in the management of enterprises under extreme conditions. The study clarifies the patterns of transition from reactive crisis response to strategic brand communication based on trust, values, and sustainable development. The practical significance of the results is determined by their applicability for developing effective brand communication strategies in crisis and post-crisis contexts, improving systems of trust management and reputational security, and formulating guidelines for the implementation of value-oriented communication practices in brand management. The research demonstrates that marketing communications have evolved from a reactive instrument of survival into an integrated strategic mechanism for building brand identity, emotional capital, and social authority in modern Ukrainian business.