Analysis of the Specifics of Social Branding

The article is devoted to the analysis of the features and specifics of social branding. In order to increase financial performance, companies may neglect a number of important social tasks. During the development of digitalization, information becomes more accessible, which makes it easy to identify these omissions of enterprises. Thus, transparency becomes one of the most important advantages for companies. Social branding is important for both commercial and non-profit organizations, as well as for various socially significant government projects. Social branding can become the basis for commercial organizations to implement ESG positioning. For non-profit enterprises and government projects, brand development is also of great importance, since improving the image and increasing awareness leads to an increase in the effectiveness of social projects.