Paper Title
THE FUTURE OF BRAND MANAGEMENT STRUCTURE IN FMCG

Abstract
The study examines the impact of digital transformation and brand management effectiveness on the performance of FMCG companies, with a specific focus on sustainability practices. The regression analysis highlights the significance of digital transformation (B = 0.303, p < 0.001) and brand management effectiveness (B = 0.498, p < 0.001) as strong predictors of positive outcomes. However, sustainability practices were not found to be statistically significant (B = 0.057, p = 0.507). The discussion emphasizes the need for FMCG firms to adapt to changing consumer preferences, driven by increased demand for transparency, personalization, and value-based choices. It also underlines the necessity of integrating digital tools and data analytics into brand management strategies to foster agility, consumer engagement, and competitiveness. Ultimately, the study recommends a reshuffling of traditional brand management approaches to incorporate digital transformation and data-driven insights for sustained success in a dynamic market environment. Keywords - Digital Transformation, Brand Management Effectiveness, Sustainability Practices.