Brand equity management and marketing in the digital era: Strategies for phygital success

Title

Brand equity management and marketing in the digital era: Strategies for phygital success

Creator

Sharma, Paarth; Ganguly, Deeksha Gupta

Description

The digital revolution has transformed how brands interact with consumers, creating new opportunities and challenges for brand equity management. In the era of convergence between the physical and digital realms, commonly referred to as the "Phygital Era," brands must navigate a complex landscape to build and sustain their value. This chapter explores strategies for managing brand equity in the digital age, focusing on how brands can create cohesive, engaging, and personalized experiences that seamlessly bridge physical and digital touchpoints. It discusses the importance of omnichannel marketing, data-driven decision-making, and the role of social media and online communities in shaping consumer perceptions. Additionally, the chapter examines how digital transformation impacts brand loyalty, customer engagement, and the evolving expectations of consumers. By understanding the interplay between digital innovation and traditional brand-building practices, businesses can successfully position themselves for long-term growth and success in a rapidly evolving market. 2025, IGI Global Scientific Publishing.

Source

Brand Creation and Management in the Phygital Era;pp.161-200

Date

01-01-2025

Publisher

IGI Global

Coverage

Sharma P., Christ University, India; Ganguly D.G., Christ University, India

Rights

Restricted Access; Hardcopy may be available in the library

Relation

ISBN: 979-833730950-7; 979-833730948-4;

Format

online

Language

English

Type

Book chapter

Identifier

https://doi.org/10.4018/979-8-3373-0948-4.ch007

https://www.scopus.com/pages/publications/105010076594?origin=resultslist