Business Digitalization: Corporate Identity and Reputation

Corporate branding is being shaped by technological advances,globalization,and socio-cultural and socio-political issues,and this book investigates the impact of digital transformation on building corporate branding,identity,and reputation. It provides examples from a wide range of industries and explores the connection of branding with artificial intelligence,social media networks,and technologies 4.0,while also addressing the limitations and challenges they might deliver.

Format: Hardback
Length: 188 pages
Publication date: 29 September 2023
Publisher: Taylor & Francis Ltd

Technological advancements, fueled by the escalating globalization and heightened awareness of socio-cultural and socio-political issues, are propelling remarkable innovations in corporate branding. In this dynamic landscape, organizations must swiftly respond and adapt to remain competitive. This comprehensive book delves into the profound impact of digital transformation on the construction of corporate branding, identity, and reputation.

Drawing from a diverse array of international contributors, this book showcases real-world examples from various industries, including retailing and agrifood, while illuminating the multifaceted dimensions of corporate branding and the various theories that can be supported by digital transformation. It explores the intricate relationship between branding, artificial intelligence, social media networks, and technologies 4.0, as well as the potential limitations and challenges they may present.

Employing a blend of theoretical frameworks, primary research findings, and practical insights, this book offers a wealth of viewpoints and expertise from diverse regions, appealing to a global audience. As an essential resource for researchers, scholars, postgraduate students in marketing, brand management, and corporate communications, as well as those intrigued by the evolving interplay between technology, this edited collection provides valuable insights and perspectives.

Weight: 530g
Dimension: 234 x 156 (mm)
ISBN-13: 9781032512358