THE ROLE OF INNOVATION MANAGEMENT TOOLS IN THE DEVELOPMENT OF BRAND STRATEGY IN THE AUTOMOTIVE INDUSTRY

In recent years, profound transformational processes in the global economy-particularly the rapid development of digital technologies, the expansion of innovative activities, and changes in consumer demands and behavior-have necessitated a fundamental reconsideration of strategic management approaches across industrial sectors, including the automotive industry. Today, the automotive sector is regarded as one of the most dynamic and competitive segments of the global economy not only in terms of production volume but also in terms of technological innovation, environmental sustainability efforts, and customer-oriented strategies. According to international data, the global automotive market reached approximately 3.5 trillion USD in 2023, and it is projected to exceed 5 trillion USD by 2030. This indicates intensifying competition and the emergence of new strategic challenges for companies operating in this sector.