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Full Description
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.
Contents
LIST OF FIGURES
LIST OF TABLES
INTRODUCTION
CHAPTER 1. THE CONCEPT AND FUNCTIONS OF BRAND IN THE DIGITAL WORLD
CHAPTER 2. BRAND POSITIONING IN THE VIRTUAL ENVIRONMENT
CHAPTER 3. BRAND AND ITS MEANING FOR MODERN CONSUMER
CHAPTER 4. INTEGRATED BRAND COMMUNICATION IN VIRTUAL CHANNELS
CHAPTER 5. BUILDING STRONG BRANDS IN DIGITAL WORLD
FINAL CONCLUSIONS
REFERENCES
INDEX
