Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Faculty Publications Book Chapter Faculty Publications- Book Chapter Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Creator An entity primarily responsible for making the resource Sharma, Paarth; Ganguly, Deeksha Gupta Title A name given to the resource Brand equity management and marketing in the digital era: Strategies for phygital success Date A point or period of time associated with an event in the lifecycle of the resource 01-01-2025 Source A related resource from which the described resource is derived Brand Creation and Management in the Phygital Era;pp.161-200 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.4018/979-8-3373-0948-4.ch007" target="_blank" rel="noreferrer noopener">https://doi.org/10.4018/979-8-3373-0948-4.ch007</a> <br /><br /><a href="https://www.scopus.com/pages/publications/105010076594?origin=resultslist" target="_blank" rel="noreferrer noopener">https://www.scopus.com/pages/publications/105010076594?origin=resultslist</a> Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant Sharma P., Christ University, India; Ganguly D.G., Christ University, India Description An account of the resource 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. Publisher An entity responsible for making the resource available IGI Global Relation A related resource ISBN: 979-833730950-7; 979-833730948-4; Language A language of the resource English Type The nature or genre of the resource Book chapter Rights Information about rights held in and over the resource Restricted Access; Hardcopy may be available in the library Format The file format, physical medium, or dimensions of the resource online