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If you are responsible for leading your organization's digital marketing strategy, you recognize that with the rise of a hyperconnected world, two key trends are taking place: the blurring of a brand's boundaries and the broadening of branding, such that brand managers are no longer in control of the brand as much as they used to be. Brand experiences and meaning are being co-created with a variety of different types of stakeholders, particularly consumers, generating a new reality for brands and brand management.
Presenting the author's model of Brand HEAT (Higher Engagement through Authenticity and Trust), this book examines the many drivers of brand engagement, authenticity and trust and offers a set of tools for managers for improving brand engagement by leveraging the positive drivers and minimizing the negative drivers as well as evaluating the impact of those engagement factors. The digital scorecard and brand HEAT dashboard will allow you to measure the effectiveness of your digital strategy as relates to customer engagement.
Media platforms and tech giants have revolutionized the way that consumers interact with brands and this book is ideal for MBA and Executive students as well as marketing managers and brand strategists looking to understand how to strengthen their digital brand.
List of contents
CHAPTER 1 EVOLUTION OF DIGITAL TECHNOLOGIES: AI AND THE AGE OF HYPER-DIGITALIZATION.- CHAPTER 2 THE CHANGING CONSUMER, A NEW INFORMATION ENVIRONMENT, AND THE RISE OF THE ATTENTION ECONOMY.- CHAPTER 3 PURPOSE-DRIVEN BRANDING: PRINCIPLES AND BEST PRACTICES.- CHAPTER 4 PHYGITAL EXPERIENCES.- CHAPTER 5 BRANDS AS PLATFORMS.- CHAPTER 6 PARTICIPATION BRANDING.- CHAPTER 7 PERSONALIZATION.- CHAPTER 8 PARTNERSHIPS.- CHAPTER 9 PERSONS AS PARTNERS: THE ROLE OF INFLUENCERS.- CHAPTER 10 PRIVACY STEWARDSHIP, BRAND SAFETY AND CRISES IN THE DIGITAL ERA.- CHAPTER 11 AI AND THE SIX STRATEGIC PILLARS OF DIGITAL BRAND MARKETING.- CHAPTER 12 CONCLUDING THOUGHTS.
About the author
Vanitha Swaminathan is Thomas Marshall Professor of Marketing at the University of Pittsburgh and the Director of the Katz Center for Branding. She is co-author of the world-renowned textbook Strategic Brand Management: Building, Measuring, and Managing Brand Equity, along with Professor Kevin Lane Keller, now in its 5th edition.
Summary
If you are responsible for leading your organization’s digital marketing strategy, you recognize that with the rise of a hyperconnected world, two key trends are taking place: the blurring of a brand’s boundaries and the broadening of branding, such that brand managers are no longer in control of the brand as much as they used to be. Brand experiences and meaning are being co-created with a variety of different types of stakeholders, particularly consumers, generating a new reality for brands and brand management.
Presenting the author’s model of Brand HEAT (Higher Engagement through Authenticity and Trust), this book examines the many drivers of brand engagement, authenticity and trust and offers a set of tools for managers for improving brand engagement by leveraging the positive drivers and minimizing the negative drivers as well as evaluating the impact of those engagement factors. The digital scorecard and brand HEAT dashboard will allow you to measure the effectiveness of your digital strategy as relates to customer engagement.
Media platforms and tech giants have revolutionized the way that consumers interact with brands and this book is ideal for MBA and Executive students as well as marketing managers and brand strategists looking to understand how to strengthen their digital brand.
