Digital Brand Management

Understanding Consumers and Communication in the Digital Age
1. Auflage 2025
ISBN: 978-1-041-08718-2
Verlag: Routledge

Buch, Englisch, 214 Seiten, Format (B × H): 161 mm x 240 mm, Gewicht: 493 g

Reihe: Routledge Studies in Marketing

In today’s fast-evolving digital landscape, branding has transcended traditional boundaries, becoming a dynamic and multifaceted process. This book provides an in-depth exploration of brand management in the digital world, covering its historical evolution, theoretical foundations, and strategic applications.

It delves into brand positioning, consumer perception, and the role of digital media in shaping brand image. Furthermore, it highlights integrated communication strategies and the significance of virtual brand communities in fostering brand loyalty. The authors examine emerging trends in digital branding, such as AI-driven personalization, user experience and platformization, and algorithmic branding, emphasizing their impact on consumer engagement and brand differentiation. It also addresses the ethical challenges of digital brand management, including data privacy, transparency, and authenticity, underscoring the importance of responsible brand stewardship in a competitive and rapidly evolving digital environment.

This book serves as a comprehensive guide for scholars and academics across marketing, brand management and consumer behaviour.

Zielgruppe

Postgraduate

Autoren/Hrsg.

Gr¿bosz-Krawczyk, Magdalena

Grebosz-Krawczyk, Magdalena

Siuda, Dagna

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management E-Commerce, E-Business, E-Marketing
• Wirtschaftswissenschaften Volkswirtschaftslehre Volkswirtschaftslehre Allgemein Verhaltensökonomik
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

LIST OF FIGURES

LIST OF TABLES

INTRODUCTION

CHAPTER 1. THE CONCEPT AND FUNCTIONS OF BRAND IN THE DIGITAL WORLD

CHAPTER 2. BRAND POSITIONING IN THE VIRTUAL ENVIRONMENT

CHAPTER 3. BRAND AND ITS MEANING FOR MODERN CONSUMER

CHAPTER 4. INTEGRATED BRAND COMMUNICATION IN VIRTUAL CHANNELS

CHAPTER 5. BUILDING STRONG BRANDS IN DIGITAL WORLD

FINAL CONCLUSIONS

INDEX

Über Autor(innen)

Magdalena Grebosz-Krawczyk is professor of marketing and Head of the Marketing Department at Lodz University of Technology, Poland.

Dagna Siuda is Assistant Professor in the Institute of Marketing and Sustainable Development, Lodz University of Technology, Poland.