EVALUATING THE EFFECTIVENESS OF BRAND MARKETING STRATEGIES IN UKRAINE UNDER WARTIME ECONOMY AND DIGITAL TURBULENCE

Abstract

The article proposes an approach to evaluating the effectiveness of brand marketing strategies in Ukraine under wartime conditions, the digitalization of communications, and increased consumer behavioral instability. The relevance of the study stems from the fact that the current Ukrainian marketing environment is shaped by the simultaneous expansion of digital channels, attention scarcity, conscious ad avoidance, increased sensitivity to corporate social responsibility, and uneven recovery of consumer demand. Under such conditions, assessing marketing strategy only through sales or media reach does not provide a complete picture. The purpose of the article is to develop and test an integrated approach to evaluating the effectiveness of brand marketing strategies in Ukraine, combining communication, brand, commercial, and adaptive criteria. The study employs methods of theoretical generalization, comparative analysis, content analysis of publicly available cases of Ukrainian brands, multicriteria scoring, and sensitivity analysis of weighting coefficients. An integral index of brand marketing strategy effectiveness is proposed, including four blocks of indicators: communication reach, brand response, commercial and behavioral effect, and contextual adaptability. The approach is tested on the cases of Nova Poshta, Monobank, Rozetka, and EVA. The findings show that the most effective strategies combine product value, personalization, omnichannel orchestration, community involvement, and social relevance. The study shows that, in the Ukrainian wartime context, socially meaningful communication, service reliability, and a brand’s ability to embed itself in consumers’ everyday practices substantially reinforce marketing effectiveness. The practical value of the research lies in the potential to apply the proposed approach to KPI systems, marketing audits, campaign budgeting, and decisions on reallocating investments between channels and communication formats.