Product details
- ISBN 9781041087182
- Weight: 560g
- Dimensions: 156 x 234mm
- Publication Date: 11 Sep 2025
- Publisher: Taylor & Francis Ltd
- Publication City/Country: GB
- Product Form: Hardback
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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.
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.
