Redesigning brand strategies in the phygital era
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 & 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.
Brand Creation and Management in the Phygital Era;pp.447-476
Restricted Access; Hardcopy may be available in the library
https://doi.org/10.4018/979-8-3373-0948-4.ch017 https://www.scopus.com/pages/publications/105010108567?origin=resultslist