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Brand Management via AI: What Are the Odds?
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Author(s): Tareq Nael Hashem (Applied Science Private University, Jordan), Ahmad Albattat (Asia Pacific University of Technology & Innovation (APU), Malaysia), Anuj Kumar (Marwadi University, Rajkot, India)and Sodfa El-Taher (Al-Azhar University, Egypt)
Copyright: 2025
Pages: 30
Source title:
Strategic Brand Management in the Age of AI and Disruption
Source Author(s)/Editor(s): Zahid Hussain (Khadim Ali Shah Institute of Technology, Karachi, Pakistan), Mohamad-Noor Salehhuddin Sharipudin (Universiti Putra Malaysia, Malaysia), Ahmad Albattat (Management and Science University, Malaysia)and Arman Khan (Shaheed Benazir Bhutto University, Pakistan)
DOI: 10.4018/979-8-3693-9461-8.ch004
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Abstract
The origin of a brand, its development, and its transformation over the last centuries under the influence of economic, social, and cultural processes are tightly interrelated. It started with a sign of craftsmanship in the past and nowadays has a status of a cultural asset: the concept of a brand develops with time along with globalization, technological advancements, and the shift in consumer trends. It is interesting to know the development and the rise of the brand concept, as it helps to explain why brands in the modern world are able to create value equity, differentiation, and attraction of audiences, which is relevant to today's conditions.
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