Innovative Brand Strategies and Their Contribution to the Sustainability of Businesses: Innovative Brand Strategies

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Author(s): Yıldırım Yıldırım (Düzce University, Turkey)and Mustafa Top (Düzce University, Turkey)
Copyright: 2026
Pages: 34
Source title: Digital Platforms and Managing Brand Crises
Source Author(s)/Editor(s): Jorge Remondes (CEOS.PP, ISCAP, Polytechnic of Porto, Portugal)and Ana Pinto de Lima (CEOS.PP, ISCAP, Polytechnic of Porto, Portugal)
DOI: 10.4018/979-8-3373-2367-1.ch011

Keywords: Business Science Reference / Digital Communications / Marketing and Consumer Behavior / Media & Communications

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Abstract

This study highlights that businesses' ability to achieve their short-, medium-, and long-term goals is closely tied to their adaptability to changing market conditions. It emphasizes that technology-driven consumption trends are shaping the market and that companies implementing digital-based innovative brand strategies can achieve lower costs and higher efficiency. Furthermore, an in-depth review of domestic and international literature suggests that businesses should “increase their technological investments in both production and marketing processes” and identifies technology-focused innovative practices as becoming increasingly prominent.

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Innovative Brand Strategies and Their Contribution to the Sustainability of Businesses: Innovative Brand Strategies

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