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Brand Identity and Image in Digital Environments
Abstract
In today's dynamic digital landscape, managing brand identity and image presents unprecedented challenges and opportunities. This chapter explores the conceptual foundations of brand management in digital environments, examining the interplay between strategically crafted brand identity and stakeholder-perceived brand image. As digital platforms become central to brand-stakeholder interactions, it is paramount for organisations to deliver a targeted approach. The chapter explores how brand managers can leverage AI and other modern techniques. It analyses the crisis management of some of the world's iconic brands and the strategies employed.. Furthermore, it is crucial to examine how the rise of AI and shifting stakeholder expectations will shape the future of digital brand management. It highlights the essential qualities of digital brand management and emphasises how those best suited to manage a brand may create customer satisfaction. The chapter concludes by examining future trends to help brand managers take a proactive approach.
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