Digital platforms have established new ways within marketing for consumers and brands to interact. This has called for a paradigm shift denoting a phenomenon of shifting consumer and company roles, creating opportunities for interaction and value creation. Nike – the worlds biggest sports apparel company – has succeeded in embracing these new conditions with their digital service application Nike+ and the related brand community. This case study of Nike+ sets out to investigate how these new structural conditions of digital platforms have affected the interactions between consumer and firm at the level of the brand. Ten semi- structured interviews with users of the Nike+ application were conducted together with a netnography of the Nike Running forum on Facebook. The data revealed how firms with the use of digital platforms, independent of locational boundaries, can form a synergy that allows for interaction and value creation for both brand and consumer. Consumers are given flexibility in the creation of brand experience, through the resources facilitated by the brand, hence having the opportunity to create and co-create useful value. From the process of this synergy brands are given a “second life” in the digitized sphere. A “second life” where consumer and brand process cooperate in order to influence each other’s processes as well as being a way to claim a central place in the everyday life of the consumer.

Эмпирическое исследование с использованием методов контент-анализа, сравнительного анализа и глубинных интервью позволило автору получить представление о ключевых факторах формирования HR-бренда организации. С помощью бенчмаркинга выяснено, как компании используют основные критерии HR-бренда и соблюдают ли они их. Проанализированы 11 компаний-лидеров рейтинга 2023 года и составлена их общая характеристика. На основе контент-анализа и сравнительной характеристики компаний автор провел глубинное интервью, в ходе которого было задано 10 ключевых вопросов. В результате были обнаружены сходства и различия во мнениях респондентов. Практическая значимость исследования заключается в разработке модели «HR+Экосистема», которая позволит исследуемому предприятию усилить свой HR-бренд, сделав его более привлекательным для потенциальных сотрудников и укрепив лояльность существующих сотрудников. Использование современных цифровых подходов и технологий, а также комплексного подхода к управлению HR-брендом создаст условия для устойчивого развития предприятия и повышение его конкурентоспособности на рынке труда. / Empirical research using methods of content analysis, comparative analysis and in-depth interviews allowed the author to gain insight into the key factors in the formation of an organization's HR brand. Using benchmarking, it was found out how companies use the main HR brand criteria and whether they comply with them. 11 leading companies in the 2023 rating were analyzed and their general characteristics were compiled. Based on content analysis and comparative characteristics of companies, the author conducted an in-depth interview, during which 10 key questions were asked. As a result, similarities and differences in the opinions of respondents were discovered. The practical significance of the study lies in the development of the “HR + Ecosystem” model, which will allow the company under study to strengthen its HR brand, making it more attractive to potential employees and strengthening the loyalty of existing employees. The use of modern digital approaches and technologies, as well as an integrated approach to HR brand management, will create conditions for the sustainable development of the enterprise and increase its competitiveness in the labor market.