Development of brand management of small and medium-sized enterprises in digital social media: international and national dimensions

The article examines the features of brand management development of small and medium-sized enterprises (SMEs) in social media under the conditions of marketing digitalization. Social media are considered as a key environment for the formation of brand communications that influences brand awareness, interaction with consumers, and the development of emotional connections with target audiences. The purpose of the study is to identify trends and challenges in the use of social media within the brand management system of SMEs in international and national dimensions. The methodological framework of the research is based on the analysis of secondary data from international analytical reports and official statistics, including Eurostat and the State Statistics Service of Ukraine. The article provides a comparative analysis of the level of social media usage by small and medium-sized enterprises in the European Union countries and Ukraine. The results reveal a significant digital gap between international and national practices, as well as asymmetry in digital adaptation between small and medium-sized enterprises. It is substantiated that in Ukraine social media remain a fragmentarily integrated tool of brand management, especially for small businesses, which emphasizes the need for adapted and resource-efficient approaches to brand development in the digital environment.