Innovative Promotion Technologies: Brand Management in the Digital Environment

Round 1

Reviewer 1 Report

The topic is important and relevant to the issue. 

The paper though needs in my opinion big changes:

- systematic literature studies needs to be presented properly (not only definitions of brand and branding but in that point one needs to show the perception, theoretical background in the scientific articles.;

- based on the properly done literature studies one needs to point out the scientific gap and formulate the research question - or thesis;

- the structure of the paper is not logical - there should be: introduction, literature studies, methods, findings, discussion - and within the discussion part one needs to point out the limitations of the research;

- the method for that paper supposed to be the "case study" - but the readers can only get few examples (paragraph per each example) - so it's unproper to make the assumptions (conclusions) based on that. So properly structures and planed case study needs to be prepare and presented. 

Comments for author File: Comments.docx

Author Response

Dear Editors,
Please find the revised version of the article attached. The following changes have been made:
- proper literature studies are provided in the Introduction;
- the scientific gap and the research question formulated further in the Introduction;
- the structure of the paper redone;
- more examples to illustrate the research provided,
- the article was proofread and edited as regards the language.

Author Response File: Author Response.pdf

Reviewer 2 Report

The authors should revisit global literature on how this type of research is presented for publication.

Author Response

Dear Editors,
Please find the revised version of the article attached. The following changes have been made:
- proper literature studies are provided in the Introduction;
- the scientific gap and the research question formulated further in the Introduction;
- the structure of the paper redone;
- more examples to illustrate the research provided,
- the article was proofread and edited as regards the language.

Author Response File: Author Response.pdf

Round 2

Reviewer 1 Report

Thank you for improving the article based on my suggestions. 

Author Response

Reviewer comments	Reply
1) The analytical part is unclear  and you need to more elaborate discussion for each component and the  relationships between the concepts.	The analytical part has been supplemented. In particular, it is emphasized that the brand acts as a necessary strategic competitive advantage. At the same time, despite the popularity and the presence of a significant number of publications on branding issues, there is still no consensus on the essence and nature of the concepts of "brand" and "branding" in various fields of activity, the conceptual foundations of branding have not been formed.
2) Explain better the > methodology used in the paper.	The section describing research methods has been supplemented. The authors, using the model of brand leadership, show the role of digital technologies in the formation of brand equity as a strategic asset that characterizes long-term competitive advantages and strategic business sustainability.
3) Explain what is your net  contribution compared to the existing literature.	It is shown that digital environment becomes one of the directions for the formation of brand capital in the context of the digital transformation of the economy. This includes AR, VR, as well as the concept of metauniverses.

Reviewer 2 Report

The paper's contribution is not clear to me 

Author Response

Reviewer comments	Reply
1) The analytical part is unclear  and you need to more elaborate discussion for each component and the  relationships between the concepts.	The analytical part has been supplemented. In particular, it is emphasized that the brand acts as a necessary strategic competitive advantage. At the same time, despite the popularity and the presence of a significant number of publications on branding issues, there is still no consensus on the essence and nature of the concepts of "brand" and "branding" in various fields of activity, the conceptual foundations of branding have not been formed.
2) Explain better the > methodology used in the paper.	The section describing research methods has been supplemented. The authors, using the model of brand leadership, show the role of digital technologies in the formation of brand equity as a strategic asset that characterizes long-term competitive advantages and strategic business sustainability.
3) Explain what is your net  contribution compared to the existing literature.	It is shown that digital environment becomes one of the directions for the formation of brand capital in the context of the digital transformation of the economy. This includes AR, VR, as well as the concept of metauniverses.