The Impact of Digital Transformation in Marketing and Branding of Value-Added Products on Economic Recovery in Ukraine

Abstract

The article examines the role of digital transformation in marketing and branding value-added products as a factor in structural export modernization and sustainable economic recovery in Ukraine under wartime conditions. It is substantiated that the transition from a raw material export model to a model oriented toward value creation requires the integration of digital marketing instruments, data analytics, e-commerce development, and digital branding.

A conceptual model of the relationship between the digital transformation of marketing, the reduction of transaction costs, the formation of a brand premium, and the increase in export resilience is proposed. An integral index of digital marketing transformation (DMTI) is developed, which aggregates analytical capability, digital sales channels, digital branding, and organizational integration.

The empirical testing is conducted using the example of the Ukrainian agri-food sector at the level of HS 4 commodity subgroups for the period 2022–2024. Based on international foreign trade statistics (Trade Map, UN Comtrade), indicators of the share of value-added products (VAS), average export price (unit value), market concentration (HHI), and export resilience are calculated. The results of aggregated and regression analysis confirm the presence of a price premium in the processed segment and a positive relationship between the structural modernization of exports and competitiveness indicators.

It is demonstrated that the digital transformation of marketing and branding functions not only as an instrument for improving the efficiency of communications but also as a systemic mechanism for reducing transaction costs, diversifying export markets, and strengthening export resilience. The obtained results have theoretical significance for the development of an interdisciplinary approach to marketing digitalization and practical value for enterprises and economic policy institutions in the context of Ukraine’s post-war recovery.

The study contributes to the literature by bridging the gap between firm-level digital marketing transformation and macro-level export structural change.

Keywords: brand management; digital transformation of marketing; digital communications; international marketing; export marketing; branding of value-added products; e-commerce; data-driven marketing; Big Data; artificial intelligence in marketing; sustainable marketing; export competitiveness; export resilience; transaction costs; structural modernization of exports; post-war economic recovery of Ukraine.