FEATURES OF CREATING A BRAND IMAGE IN THE MEDIA

Today, creating a brand image is one of the key aspects of promoting a company or product. Today, brands have become not just organizations advertising products, but significant elements of the social life of society. This is due to the fact that in an active society, a consumer culture is formed, which directly depends on the values brought by brands. The media play a special role in the process of image formation, since it is the media that are one of the key institutions that shape public opinion about social phenomena, organizations or individuals. Speaking about the term image itself, we can turn to the concept that I.V. Goncharova cites: "a purposefully formed image that promotes value characteristics, a purposeful impact of emotional and psychological impact on someone for the purpose of popularization and advertising." [1, p. 3]

The formation of an image requires a complex suit, which contains characteristic facial features, including media, a modern trend and a special platform. It is important to understand that a brand's image is formed not only through direct advertising, but also through additional elements such as content, style of information presentation, emotional coloring of messages and interaction with the audience.

One of the main aspects of creating an image in the media is the need to build a unique brand. This means that the brand must clearly define its mission, values ​​and unique selling proposition that will distinguish it from competitors. O.G. Kuzmina writes about this in her article "Formation of a brand image in the Internet space: socio-psychological technologies": "A potential customer increasingly needs not just a product or service, but a brand with a well-known brand name, identity and, what is important, its own unique image (or image), thanks to which it is recognized and distinguished from all other brands." [2, p. 436] This is due to the fact that today for consumers it is not only the product itself, but also the emotional message of the company, which will react in the soul of the buyer so that such a form appears again and again. For example, if we are talking about a media brand, its image can be built on expertise, exclusivity of content or the ability to quickly respond to events. To do this, it is important to use tools such as storytelling, which allows you to create impressive stories that evoke an emotional response in nature.

The visual aspect also plays an important role in changing the brand image. The logo, color palette, style of photos and videos - all this should be consistent and consistent with the general principles of the brand. For example, if the brand positions itself as youthful and dynamic, then the visual content should be bright, modern and interactive. If the image is built on tradition and reliability, then the visual design will be more restrained and classic.

Modern media provide ample opportunities for working with the audience through various platforms: social networks, podcasts, video platforms and blogs. Each of these platforms has its own characteristics that must be taken into account when creating an image. For example, in social networks, they actively communicate with subscribers, constantly write their comments and create content that will lead them to continue discussions.

The ethical aspect is also becoming increasingly important in the modern media environment. The audience is inclined to trust, which raises the international responsibility of the brand, using charitable projects or solving current social problems. For example, covering the environmental initiatives of the brand can significantly strengthen its image in the eyes of consumers who care about the environment.

Thus, it is important to remember that creating a brand image is an ongoing process. The media landscape is constantly changing, new platforms, forms and trends are created. The brand must be ready to adapt to these changes, while maintaining its identity. To do this, it is necessary to regularly analyze feedback from the outside world, conduct market research and adjust promotion.