The Role of Digital Channels of Communication in Promoting the Brand of Public Sector Organization

The active development of digital environment contributes to the growth in the use of digital communication channels as the most perspective and effective ones, that also influence on the interaction between the state and citizens. The paper considers the role of digital communication channels in promoting the brand of public sector organization. The main theoretical approaches to brand definition, branding, brand building models and its components, features of brand promotion, digital communication channels and their tools are highlighted. The practical part of the study is devoted to the analysis of the use of digital platforms by parks as public sector organizations. Also in this chapter, a detailed analysis of the digital resources of Park in the City of Odintsovo (called «Lazutinka») is carried out, including the image of the park in the online mass media, and recommendations are developed for improving the use of digital channels of promotion by the brand.