Gestión de marca – branding digital
This chapter analyzed the evolution and consolidation of digital branding as a key strategy in contemporary brand management. Based on a theoretical evaluation complemented by real case studies, it explored the tools, platforms, and narratives used in brand building within digital contexts. The impo...
Kaydedildi:
| Asıl Yazarlar: | , , |
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| Materyal Türü: | Online |
| Dil: | İspanyolca |
| Baskı/Yayın Bilgisi: |
Editorial Unión Científica
2025
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| Konular: | |
| Online Erişim: | https://directory.doabooks.org/handle/20.500.12854/169661 |
| Etiketler: |
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| Özet: | This chapter analyzed the evolution and consolidation of digital branding as a key strategy in contemporary brand management. Based on a theoretical evaluation complemented by real case studies, it explored the tools, platforms, and narratives used in brand building within digital contexts. The importance of the user as a co-creator of brand narrative was emphasized, along with the impact of transmedia storytelling and the main positioning strategies on social media. Additionally, various indicators for evaluating the effectiveness of digital branding were examined. For effective management of branding in digital environments, it is essential to integrate corporate values with digital communication platforms while ensuring the coherence of visual identity. Furthermore, new technologies such as artificial intelligence and the metaverse are profoundly transforming the relationship between brands and their audiences. |
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