1st Edition
Digital Brand Management Understanding Consumers and Communication in the Digital Age
214 Pages
11 B/W Illustrations
by
Routledge
214 Pages
11 B/W Illustrations
by
Routledge
Also available as eBook on:
In today’s fast-evolving digital landscape, branding has transcended traditional boundaries, becoming a dynamic and multifaceted process. This book provides an in-depth exploration of brand management in the digital world, covering its historical evolution, theoretical foundations, and strategic applications.
It delves into brand positioning, consumer perception, and the role of digital media... Read more
LIST OF FIGURES
LIST OF TABLES
INTRODUCTION
CHAPTER 1. THE CONCEPT AND FUNCTIONS OF BRAND IN THE DIGITAL WORLD
CHAPTER 2. BRAND POSITIONING IN THE VIRTUAL ENVIRONMENT
CHAPTER 3. BRAND AND ITS MEANING FOR MODERN CONSUMER
CHAPTER 4. INTEGRATED BRAND COMMUNICATION IN VIRTUAL CHANNELS
CHAPTER 5. BUILDING STRONG BRANDS IN DIGITAL WORLD
FINAL CONCLUSIONS
INDEX
Biography
Magdalena Grębosz-Krawczyk is professor of marketing and Head of the Marketing Department at Lodz University of Technology, Poland.
Dagna Siuda is Assistant Professor in the Institute of Marketing and Sustainable Development, Lodz University of Technology, Poland.
