THE ROLE OF BRAND ASSETS IN INCREASING CORPORATE CAPITALIZATION: INTEGRATION OF MARKETING MANAGEMENT AND FINANCIAL PERFORMANCE

This scientific article provides a comprehensive analytical overview of the strategic importance of brand assets in shaping corporate capitalization and strengthening a company’s market value. The study examines the economic significance of brand assets, their role as key intangible resources, and their contribution to the sustainable growth of corporate capital through the integration of marketing management, digital communication tools, and financial performance indicators. The research offers an in-depth assessment of brand assets from both theoretical and practical perspectives, highlighting how brand perception, brand-driven value creation, and the formation of consumer trust influence capitalization dynamics. Based on real marketing data obtained from the MFaktor platform, the study empirically demonstrates the impact of audience engagement, brand activity, and content effectiveness on corporate capitalization, providing practical evidence of their interrelated effects.