eBook - ePub

Digital Brand Management

Name: Digital Brand Management
Author: Magdalena Grębosz-Krawczyk,Dagna Siuda

Understanding Consumers and Communication in the Digital Age

Magdalena Grębosz-Krawczyk,

Dagna Siuda,

English
ePUB (mobile friendly)
Available on iOS & Android

eBook - ePub

Digital Brand Management

Understanding Consumers and Communication in the Digital Age

Magdalena Grębosz-Krawczyk,

Dagna Siuda,

About this book

In today's fast-evolving digital landscape, branding has transcended traditional boundaries, becoming a dynamic and multifaceted process. This book provides an in-depth exploration of brand management in the digital world, covering its historical evolution, theoretical foundations, and strategic applications.

It delves into brand positioning, consumer perception, and the role of digital media in shaping brand image. Furthermore, it highlights integrated communication strategies and the significance of virtual brand communities in fostering brand loyalty. The authors examine emerging trends in digital branding, such as AI-driven personalization, user experience and platformization, and algorithmic branding, emphasizing their impact on consumer engagement and brand differentiation. It also addresses the ethical challenges of digital brand management, including data privacy, transparency, and authenticity, underscoring the importance of responsible brand stewardship in a competitive and rapidly evolving digital environment.

This book serves as a comprehensive guide for scholars and academics across marketing, brand management and consumer behaviour.

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Yes, you can access Digital Brand Management by Magdalena Grębosz-Krawczyk,Dagna Siuda in PDF and/or ePUB format, as well as other popular books in Business & Business General. We have over one million books available in our catalogue for you to explore.