DIGITAL BRANDING: GLOBAL AND CROSS-CULTURAL IMPERATIVES

The article explores the contemporary state of the new communications technology of digital branding and the conditions of its development in Russia and in the world. The author links the main directions of digital branding to the characteristics of the audience and the new status of consumer in interactive communications as well as with new forms of creative content determined by such features of the Internet medium as multi-mediazation and multi-channelization. Professional account of national and multicultural features optimizes growth, and efficient combining of standardization and adaptation tools remains an important branding task, both onand offline.