Introduction to brand management in the digital age

Title

Introduction to brand management in the digital age

Creator

Patel, Praveen; Kaur, Jasmine

Description

The rapid development of digital technology has introduced a new order of large-scale change within brand management in the fast-changing landscape of the digital marketplace. This chapter provides the fundamental principles of brand management within the digital era and demonstrates the transformation of building brands via online platforms, data analytics, and digital technologies. Others might state that social media, e-commerce, and AI integration offer brands a new horizon for managing brand equity, improving customer engagement, and creating experiences to adapt to changing tastes. Adjustment towards this change can prove challenging for the brands, but on the other hand, they are opening new possibilities that drive innovation in performance and strategy about their brands. 2025, IGI Global Scientific Publishing. All rights reserved.

Source

Strategic Brand Management in the Age of AI and Disruption;pp.1-26

Date

01-01-2025

Publisher

IGI Global

Coverage

Patel P., Christ University, India; Kaur J., Christ University, India

Rights

Restricted Access; Hardcopy may be available in the library

Relation

ISBN: 979-836939463-2; 979-836939461-8;

Format

online

Language

English

Type

Book chapter

Identifier

https://doi.org/10.4018/979-8-3693-9461-8.ch001

https://www.scopus.com/pages/publications/85219569251?origin=resultslist