Digital Transformation and Corporate Branding: Opportunities and Pitfalls for Identity and Reputation Management

Corporate branding is being transformed by digital transformation, with advances in technology driving innovation and organizations needing to adapt to compete. This book explores the impact of digital transformation on corporate branding, identity, and reputation, providing examples from a wide range of industries and illustrating the connection with AI, social media, and technologies 4.0. It offers viewpoints and expertise from multiple regions, appealing to a global audience.

Format: Hardback
Length: 308 pages
Publication date: 29 September 2023
Publisher: Taylor & Francis Ltd

Technological advancements, fueled by the escalating global interconnectedness and heightened consciousness of socio-cultural and socio-political matters, are propelling remarkable innovations in corporate branding. In this dynamic landscape, organizations must seize the opportunity to adapt swiftly and compete effectively. This comprehensive book delves into the profound impact of digital transformation on the construction of corporate branding, identity, and reputation.

Drawing upon the expertise of international contributors, the book showcases a diverse range of examples from various industries, including retailing and agri-food sectors, illuminating the multifaceted dimensions of corporate branding and the various theories that underpin them. It explores the intricate relationship between branding, artificial intelligence, social media networks, and technologies 4.0, while also acknowledging the potential limitations and challenges they present.

Employing a robust theoretical framework, complemented by primary research findings and practical insights, the book offers a multi-faceted perspective, appealing to a global audience. It serves as a valuable resource for researchers, scholars, and postgraduate students of marketing, brand management, and corporate communications, as well as those intrigued by the evolving interplay between technology and business.

Weight: 760g
Dimension: 234 x 156 (mm)
ISBN-13: 9781032204857