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

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...

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Bibliographic Details
Main Authors Gre??bosz-Krawczyk, Magdalena (Author), Siuda, Dagna (Author)
Format Electronic eBook
LanguageEnglish
Published Abingdon : Routledge, 2026.
EditionFirst edition.
SeriesRoutledge 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
Online AccessFull text
ISBN9781003646686
1003646689
9781040437940
104043794X
9781040437902
1040437907
9781041087182
Physical Description1 online resource : illustrations.

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Table of Contents:
  • LIST OF FIGURESLIST OF TABLESINTRODUCTIONCHAPTER 1. THE CONCEPT AND FUNCTIONS OF BRAND IN THE DIGITAL WORLDCHAPTER 2. BRAND POSITIONING IN THE VIRTUAL ENVIRONMENTCHAPTER 3. BRAND AND ITS MEANING FOR MODERN CONSUMERCHAPTER 4. INTEGRATED BRAND COMMUNICATION IN VIRTUAL CHANNELSCHAPTER 5. BUILDING STRONG BRANDS IN DIGITAL WORLDFINAL CONCLUSIONSINDEX

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