Digital brand management : understanding consumers and communication in the digital age

• Main Authors: Gre??bosz-Krawczyk, Magdalena (Author), Siuda, Dagna (Author)
• Format: Electronic eBook
• Language: English
• Published: Abingdon : Routledge, 2026.
• Edition: First edition.
• Series: Routledge studies in marketing.
• Subjects: Branding (Marketing); Internet marketing.; Branding;Digital branding;Brand management;Brand positioning;Consumer engagement;Consumer behaviour;Brand identity;Online marketing;Digital marketing;Brand loyalty;Social media marketing;Digital transformation;Brand perception;Brand strategy;Brand communication; elektronické knihy; electronic books
• ISBN: 9781003646686; 1003646689; 9781040437940; 104043794X; 9781040437902; 1040437907; 9781041087182
• Physical Description: 1 online resource : illustrations.

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 strategi...