DOI: 10.11118/978-80-7701-042-9-0047

THE APPLICABILITY OF DEEP LEARNING NETWORKS IN BRAND MANAGEMENT

Dorota Jelonek¹, Narendra Kumar², Leszek Ziora³

¹ Czestochowa University of Technology, Czestochowa, Poland

² NIMS University, Jaipur, India

³ Czestochowa University of Technology, Czestochowa, Poland

Deep learning techniques such as convolutional and recurrent neural networks are utilized in marketing campaigns for brand management to develop response models that significantly improve the efficiency of marketing campaigns by reducing costs and increasing responses. The study shows the higher accuracy of RNNs compared to CNNs in predicting consumers‘ reactions to product and service offers.

Keywords: brand management, neural networks, deep learning, artificial intelligence

pages: 47-49, online: 2025