The article discusses the features of consumer behavior in a digital environment. The author identifies the main functions of the brand identity system. The article reveals advantages of using the ZMOT (Zero Moment of Truth) model which allows connecting consumer to brand in a digital environment. The
author discovers the key characteristics of consumer behavior in Russia which influence consumer behavior in digital environments, and explains the reasons of designing the brand platform while taking into account features of a digital environment. The author further developes a model of a brand platform designed for a digital environment which is a modified model of a brand platform known as Brand Key Unilever. Also the author gives recommendations to the companies for their marketing actions on the basis of consumer
experience evaluation. To correct marketing strategy the author proposes a modified Model of Analysis of Consumer Behavior.