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...
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| フォーマット: | Online |
| 言語: | スペイン語 |
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Editorial Unión Científica
2025
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| オンライン･アクセス: | https://directory.doabooks.org/handle/20.500.12854/169661 |
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| _version_ | 1869523554520793088 |
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| author | Velásquez Yánez, Gabriela Alejandra Maldonado López, Sandra Betzabeth Ibarra González, Andrés Sebastián |
| author_browse | Ibarra González, Andrés Sebastián Maldonado López, Sandra Betzabeth Velásquez Yánez, Gabriela Alejandra |
| author_facet | Velásquez Yánez, Gabriela Alejandra Maldonado López, Sandra Betzabeth Ibarra González, Andrés Sebastián |
| author_sort | Velásquez Yánez, Gabriela Alejandra |
| collection | Directory of Open Access Books |
| description | 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. |
| format | Online |
| id | doab-20.500.12854ir-169661 |
| institution | Directory of Open Access Books |
| language | spa |
| publishDate | 2025 |
| publishDateRange | 2025 |
| publishDateSort | 2025 |
| publisher | Editorial Unión Científica |
| publisherStr | Editorial Unión Científica |
| record_format | ojs |
| spelling | doab-20.500.12854ir-1696612025-12-01T12:30:21Z Gestión de marca – branding digital Velásquez Yánez, Gabriela Alejandra Maldonado López, Sandra Betzabeth Ibarra González, Andrés Sebastián Vásquez Freytez, Carlos Luis digital communication brand identity marketing strategy transmedia narrative social networks thema EDItEUR::K Economics, Finance, Business and Management thema EDItEUR::K Economics, Finance, Business and Management::KJ Business and Management 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. Published Este capítulo analizó la evolución y consolidación del branding digital como estrategia en la gestión contemporánea de marcas. A través de una evaluación teórica con estudio de casos reales, se abordaron las herramientas, plataformas y narrativas utilizadas en la construcción de marca en contextos digitales. Se destaca la importancia del usuario como cocreador de la narrativa de marca, el impacto de la narrativa transmedia y las principales estrategias de posicionamiento en redes sociales. Asimismo, se examinaron indicadores útiles para evaluar la eficacia del branding digital. Para gestionar eficazmente el branding en entornos digitales, es importante integrar los valores corporativos con las plataformas de comunicación digital, manteniendo la identidad visual. Las nuevas tecnologías, como la inteligencia artificial y el metaverso, están redefiniendo la relación entre las marcas y sus audiencias. 2025-12-01T12:30:19Z 2025-12-01T12:30:19Z 2025-07-14 chapter 978-9942-7391-3-1 https://directory.doabooks.org/handle/20.500.12854/169661 spa Mercado, Tecnología y Ciudadanía application/pdf image/jpeg Attribution-NonCommercial-ShareAlike 4.0 International Attribution-NonCommercial-ShareAlike 4.0 International https://libros.editorialunioncientifica.com/index.php/EUC/catalog/book/7/chapter/16 https://libros.editorialunioncientifica.com/index.php/EUC/catalog/series/MTyC Editorial Unión Científica 10.63804/mtc.1.1.2 Este capítulo analizó la evolución y consolidación del branding digital como estrategia en la gestión contemporánea de marcas. A través de una evaluación teórica con estudio de casos reales, se abordaron las herramientas, plataformas y narrativas utilizadas en la construcción de marca en contextos digitales. Se destaca la importancia del usuario como cocreador de la narrativa de marca, el impacto de la narrativa transmedia y las principales estrategias de posicionamiento en redes sociales. Asimismo, se examinaron indicadores útiles para evaluar la eficacia del branding digital. Para gestionar eficazmente el branding en entornos digitales, es importante integrar los valores corporativos con las plataformas de comunicación digital, manteniendo la identidad visual. Las nuevas tecnologías, como la inteligencia artificial y el metaverso, están redefiniendo la relación entre las marcas y sus audiencias. 10.63804/mtc.1.1.2 ff5c9888-33db-4bee-8d72-6905f8b73ede 978-9942-7391-3-1 ScholarLed e ISSN: 3103 117X 24 Ambato open access |
| spellingShingle | digital communication brand identity marketing strategy transmedia narrative social networks thema EDItEUR::K Economics, Finance, Business and Management thema EDItEUR::K Economics, Finance, Business and Management::KJ Business and Management Velásquez Yánez, Gabriela Alejandra Maldonado López, Sandra Betzabeth Ibarra González, Andrés Sebastián Gestión de marca – branding digital |
| title | Gestión de marca – branding digital |
| title_full | Gestión de marca – branding digital |
| title_fullStr | Gestión de marca – branding digital |
| title_full_unstemmed | Gestión de marca – branding digital |
| title_short | Gestión de marca – branding digital |
| title_sort | gestion de marca branding digital |
| topic | digital communication brand identity marketing strategy transmedia narrative social networks thema EDItEUR::K Economics, Finance, Business and Management thema EDItEUR::K Economics, Finance, Business and Management::KJ Business and Management |
| topic_facet | digital communication brand identity marketing strategy transmedia narrative social networks thema EDItEUR::K Economics, Finance, Business and Management thema EDItEUR::K Economics, Finance, Business and Management::KJ Business and Management |
| url | https://directory.doabooks.org/handle/20.500.12854/169661 |
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