Digital transformation and corporate branding: opportunities and pitfalls for identity and reputation management

Contributor(s):

Material type: Text

TextSeries: Routledge Studies in MarketingPublication details: Routledge London 2024Description: xv, 307 pISBN:

9781032204871

Subject(s):

DDC classification:

658.82702854 CUO

Summary: Technological advances, alongside increasing globalisation and growing awareness of socio-cultural and socio-political issues, are driving corporate branding innovations, and organisations must react and adapt quickly to compete. This book investigates and explores the impact of digital transformation on building corporate branding, identity, and reputation. The book brings together international contributors to provide examples from a wide range of industries and fi rms, including the retailing and agri-food industries, and illustrates the many dimensions of corporate branding and theories, and how they can be aided by digital transformation. It explores the connection of branding with artificial intelligence, social media networks, and technologies 4.0 as well the limitations and challenges they might deliver. Using a combination of theory, primary research findings, and practice, the book offers viewpoints and expertise from multiple regions, appealing to a global audience. This edited collection serves as an importance resource for researchers, scholars, and postgraduate students of marketing, brand management, and corporate communications, and those interested in the emerging relationship with technology. (https://www.routledge.com/Digital-Transformation-and-Corporate-Branding-Opportunities-and-Pitfalls-for-Identity-and-Reputation-Management/Cuomo-Foroudi/p/book/9781032204871)

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Holdings
Item type	Current library	Collection	Call number	Copy number	Status	Date due	Barcode
Book	Indian Institute of Management LRC General Stacks	Marketing	658.82702854 CUO (Browse shelf(Opens below))	1	Available		007694

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Previous	658.827 WHE Designing brand identity: a comprehensive guide to the world of brands and branding	658.827 WHI Smart branding book: how to build a profitable and resilient brand	658.827 WIL Launching and building a brand for dummies	658.82702854 CUO Digital transformation and corporate branding: opportunities and pitfalls for identity and reputation management	658.827095 AND Building brands in Asia: from the inside out	658.8270954 BHA superbrands: an insight into some of India's strongest consumer brands Vol.II	658.8270954 BHA superbrands: an insight into some of India's strongest consumer brands Vol.II	Next

Technological advances, alongside increasing globalisation and growing awareness of socio-cultural and socio-political issues, are driving corporate branding innovations, and organisations must react and adapt quickly to compete. This book investigates and explores the impact of digital transformation on building corporate branding, identity, and reputation.

The book brings together international contributors to provide examples from a wide range of industries and fi rms, including the retailing and agri-food industries, and illustrates the many dimensions of corporate branding and theories, and how they can be aided by digital transformation. It explores the connection of branding with artificial intelligence, social media networks, and technologies 4.0 as well the limitations and challenges they might deliver. Using a combination of theory, primary research findings, and practice, the book offers viewpoints and expertise from multiple regions, appealing to a global audience.

This edited collection serves as an importance resource for researchers, scholars, and postgraduate students of marketing, brand management, and corporate communications, and those interested in the emerging relationship with technology.

(https://www.routledge.com/Digital-Transformation-and-Corporate-Branding-Opportunities-and-Pitfalls-for-Identity-and-Reputation-Management/Cuomo-Foroudi/p/book/9781032204871)

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