EVENT ARCHITECTURE AS A TOOL FOR BUILDING SUSTAINABLE COMPETITIVE ADVANTAGES OF A MODERN SERVICE ENTERPRISE

Introduction.In the contemporary competitive environment, effective marketing management acquires strategic importance, as it determines an enterprise's ability to achieve sustainable competitive advantages.Event architecture (EA) serves as a key instrument by shaping an emotional connection with consumers and supporting brand loyalty.The core problem lies in the insufficient utilization of the potential of events, since many companies continue to rely on traditional promotional methods, thereby limiting the effectiveness of communications and the ability to build long-term relationships with customers.The relevance of this study is driven by the need to implement modern approaches to event organization that align with consumer expectations and market requirements, taking into account the growing importance of brand experience.The practical value of the research consists in developing recommendations for integrating event architecture into marketing activities, which involves thoughtful planning, the use of modern technologies, and the personalization of events.This approach enhances communication effectiveness and contributes to the creation of sustainable competitive advantages.Thus, the study of event architecture is essential for understanding the mechanisms of customer interaction and for fostering business development in the context of a dynamic market.Literature Review.Consumers increasingly value not only products but also the experiences they gain through interaction with a brand.For this reason, event architecture becomes an important tool for forming an emotional connection between an enterprise and its customers, which, in turn, may lead to increased loyalty and competitiveness.Recent studies in the field of marketing confirm the significance of innovative approaches to building competitive advantages.Garafonova, Dvorskyi, Ponomarenko, and Verkhusha (2025) note that the implementation of innovative marketing based on digitalization and analytical technologies enables enterprises to adapt effectively to changing market conditions.They emphasize that personalized communication approaches contribute to higher