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The Future of Branding in a Tech-Driven World: How Emerging Technologies Are Redefining Consumer Engagement
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Author(s): Parihar Suresh Dahake (Ramdeobaba University, Nagpur, India), Pragati Parihar Dahake (VMV Commerce, JMT Arts, and JJP Science College, Nagpur, India), Rahul Vijay Mohare (Ramdeobaba University, Nagpur, India)and Janmejay Shukla (Ramdeobaba University, Nagpur, India)
Copyright: 2026
Pages: 56
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.ch004
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Abstract
In a world increasingly dependent on technology, companies must learn how to connect with consumers on an emotional level and cultivate meaningful relationships beyond instant gratification. AI can enhance personalized engagement marketing by providing customers with tailored options and information, transforming branding and customer management practices in both developed and developing countries (V. Kumar et al., 2019). Generating awareness for brands is now as simple as creating a cat video, resulting in a shortsighted view of branding that equates buying a TV spot or an online banner with brand development and consumer engagement. Much of this talking-head strategy is relegated to the commodities bin, as sustainable emotional connections only deepen with an understanding of brand history and heritage.
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