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.
• Access: Plný text je dostupný pouze z IP adres počítačů Univerzity Tomáše Bati ve Zlíně nebo vzdáleným přístupem pro zaměstnance a studenty

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.