Brand Creation and Management in the Phygital Era

Name: Brand Creation and Management in the Phygital Era
Brand: IGI Global
Availability: OutOfStock
Rating: 5 (1 reviews)

By Kakhaber Djakeli

0 - Default Title

Description

In the evolving digital era, the fusion of physical and digital brand experiences-known as phygitalization-has become essential for brand relevance and success. As consumers increasingly expect seamless, meaningful interactions across both online and offline spaces, brands must strategically balance digital innovation with emotional authenticity. Effective brand management today involves not only delivering quality and efficiency but also creating culturally resonant, personalized experiences that inspire loyalty and action. This shift transforms branding from a corporate asset into a cultural symbol, deeply embedded in the identity and values of the communities it serves. This ability to master this synergy defines a brand's competitive edge in the 21st century. Brand Creation and Management in the Phygital Era discusses in depth how to create and manage brands in physical and digital environments, taking into consideration the complexities and opportunities of phygitalization. It offers practical strategies, research insights, and neuro-branding techniques to build emotionally resonant and culturally relevant brands in a hybrid world. Covering topics such as brand credibility, influencer marketing, and virtual reality (VR), this book is an excellent resource for entrepreneurs, marketers, managers, students, educators, business leaders, researchers, academicians, and more.

Product details

Binding:: Paperback
Number of Pages:: 608
Release Date:: 2025-05-09
Publication Date:: 2025-05-29
Publisher:: IGI Global
Languages:: Original: English
ISBN13:: 9798337309491
GPSR Manufacturer Reference:: [email protected]
Weight:: 1127 g
Height:: 178 cm
Width:: 254 cm
Thickness:: 32 cm

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