Digital Brand Management - Understanding Consumers and Communication in the Digital Age

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.

List of contents

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
REFERENCES
INDEX

About the author

Magdalena Gr¿bosz-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.

Product details

• Authors: Magdalena Siuda Grebosz-Krawczyk, Magdalena Grębosz-Krawczyk, Dagna Siuda
• Publisher: Taylor & Francis Ltd.
• Languages: English
• Product format: Hardback
• Release: 30.09.2025
• EAN: 9781041087182
• ISBN: 978-1-0-4108718-2
• No. of pages: 234
• Series: Routledge Studies in Marketing
• Subjects: Social sciences, law, business > Business > Advertising, marketing; Advertising, Business & Economics / General, BUSINESS & ECONOMICS / Consumer Behavior, BUSINESS & ECONOMICS / Marketing / General, BUSINESS & ECONOMICS / E-Commerce / Digital Marketing