Digital Brand Management: Understanding Consumers and Communication in the Digital Age (1) (Routledge Studies in Marketing)

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Synopsis
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 in shaping brand image. Furthermore, it highlights integrated communication strategies and the significance of virtual brand communities in fostering brand loyalty. The authors examine emerging trends in digital branding, such as AI-driven personalization, user experience and platformization, and algorithmic branding, emphasizing their impact on consumer engagement and brand differentiation. It also addresses the ethical challenges of digital brand management, including data privacy, transparency, and authenticity, underscoring the importance of responsible brand stewardship in a competitive and rapidly evolving digital environment.This book serves as a comprehensive guide for scholars and academics across marketing, brand management and consumer behaviour.
Copyright:
2026

Book Details

Book Quality:
Publisher Quality
Book Size:
214 Pages
ISBN-13:
9781040437940
Related ISBNs:
9781040437902, 9781003646686, 9781041087182
Publisher:
Taylor & Francis
Date of Addition:
Copyrighted By:
Magdalena Grębosz-
Adult content:
No
Language:
English
Has Image Descriptions:
No
Categories:
Nonfiction, Computers and Internet, Business and Finance, Sociology
Submitted By:
Bookshare Staff
Usage Restrictions:
This is a copyrighted book.

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