FEATURES OF THE PROMOTION OF UMBRELLA BRANDS IN RUSSIA AND ABROAD
In the era of digitalization of the world, including the Russian economy, the importance of using innovative technologies to form and develop a "smart city" and adapt its smart technologies to dynamic consumer preferences. The article is devoted to the main characteristics of a smart city, the management of which aims to raise the standard of living of citizens. The study used a number of methods, including the method of scientific classification, analysis, synthesis, comparison, etc. The main result of the article is the recommendation of more active use of new technologies to satisfy consumer preferences based on an analysis of the international experience of the most successful smart cities.