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 Patel, Praveen; Kaur, Jasmine Title A name given to the resource Introduction to brand management in the digital age 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 Strategic Brand Management in the Age of AI and Disruption;pp.1-26 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.4018/979-8-3693-9461-8.ch001" target="_blank" rel="noreferrer noopener">https://doi.org/10.4018/979-8-3693-9461-8.ch001</a> <br /><br /><a href="https://www.scopus.com/pages/publications/85219569251?origin=resultslist" target="_blank" rel="noreferrer noopener">https://www.scopus.com/pages/publications/85219569251?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 Patel P., Christ University, India; Kaur J., Christ University, India Description An account of the resource 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. Publisher An entity responsible for making the resource available IGI Global Relation A related resource ISBN: 979-836939463-2; 979-836939461-8; 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