The IRMA Community
Newsletters
Research IRM
Click a keyword to search titles using our InfoSci-OnDemand powered search:
|
Brand Management in the Digital Era
|
|
Author(s): David Wiestner (Macromedia University, Germany)and Ralf Spiller (Macromedia University, Germany)
Copyright: 2025
Pages: 32
Source title:
Digital Transformation Initiatives for Agile Marketing
Source Author(s)/Editor(s): Sérgio Maravilhas (Federal University of Bahia, Brazil)and Rodrigo Ladeira (Federal University of Bahia, Brazil)
DOI: 10.4018/979-8-3693-4466-8.ch015
Purchase
|
Abstract
The digital age has brought a revolution in communication, with interactions occurring instantaneously globally and with a high degree of versatility. This chapter examines the transformation brought about by digital technologies and platforms, focusing on brand communication. It explores how the democratisation of communication has empowered companies. Furthermore, the chapter examines the processes of brand building and management within the digital ecosystem, emphasising the importance of a robust online presence. By integrating established communication theories, marketing strategies, and brand-building studies, this chapter offers a comprehensive framework for defining brand identity, engaging target audiences, and crafting brand-appropriate content, illustrated through relevant case studies.
Related Content
|
Anıl Durmuşahmet, Uğur Delen, Nurgül Soydaş.
© 2026.
44 pages.
|
|
Sevinç Koçak, Nihal Toros Ntapiapis.
© 2026.
28 pages.
|
|
Bahşende Çoban Azizoğlu.
© 2026.
38 pages.
|
|
Zihni Can Çamur.
© 2026.
34 pages.
|
|
Sevda Nur Keleş.
© 2026.
28 pages.
|
|
Oğuzhan Alin.
© 2026.
18 pages.
|
|
Nitesh Behare, Dhanashree Babar.
© 2026.
24 pages.
|
|
|