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 Vadlamani, Sreekruthi Title A name given to the resource Redesigning brand strategies in the phygital era 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.447-476 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.4018/979-8-3373-0948-4.ch017" target="_blank" rel="noreferrer noopener">https://doi.org/10.4018/979-8-3373-0948-4.ch017</a> <br /><br /><a href="https://www.scopus.com/pages/publications/105010108567?origin=resultslist" target="_blank" rel="noreferrer noopener">https://www.scopus.com/pages/publications/105010108567?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 Vadlamani S., Christ University, India Description An account of the resource Phygital Era is changing the brand strategies. Blending conventional marketing methods with digital innovations as per the growing expectations of consumers. This chapter analyses the impact of Digital technologies such as artificial intelligence, augmented reality, virtual reality, and mixed reality which blend seamless brand and consumer relations while emphasizing the need for online &amp; offline integration to further increase engagement and loyalty. The Case studies of Nike, Sephora, IKEA, and McDonald's, showcase how brands harness technology for a better customer experience. It also focuses on the challenges of Phygital branding. Lastly, it observes the role digital advancements have played in changing consumer psychology, purchase behavior, and constructive brand loyalty with attention to issues such as data privacy and digital fatigue. Finally, it highlights the future trends of hyperpersonalization and metaverse that are set to boom in the era of Phygital branding. 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