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Introduction to Brand Management in the Digital Age
Abstract
The rapid development of digital technology has introduced a new order of large-scale change within brand management in the fast-changing landscape of the digital marketplace. This chapter provides the fundamental principles of brand management within the digital era and demonstrates the transformation of building brands via online platforms, data analytics, and digital technologies. Others might state that social media, e-commerce, and AI integration offer brands a new horizon for managing brand equity, improving customer engagement, and creating experiences to adapt to changing tastes. Adjustment towards this change can prove challenging for the brands, but on the other hand, they are opening new possibilities that drive innovation in performance and strategy about their brands.
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