The Future of Branding

Srivastava, R K and Thomas, G M (2016) The Future of Branding. Sage Publications India Pvt. Ltd..

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Abstract

The rise of digital media in developed as well emerging economies has significantly reconstructed the way people communicate. Digital platforms have broadened the distribution channels globally which has not just facilitated the co-creation of global brand elements but has also increased the transparency of global branding activities, making information available to customers in real time. While this development has benefitted customers in a big way, managing brand health and reputation in a marketing environment dominated with digital media has become a challenge for marketers. In fact, environment of marketing has been restructured in such a manner that even smaller brands stand a very good chance of reaching out to potential customers. In addition to this, marketing campaigns and distinctive brand elements have also become prone to getting copied by competitors which may perpetrate negative and erroneous information about the brand. As the internet continues to evolve, marketers need to focus on innovating and strengthening their brand strategies in order to make the most out of this opportunity.

Affiliation: Indian School of Business
ISB Creiators:
ISB Creators
ORCiD
Srivastava, R K
https://orcid.org/0000-0002-5236-2375
Item Type: Book
Additional Information: The research paper was published by the author with the affiliation of Singapore Management University.
Uncontrolled Keywords: Branding, Digital Media, Digital Platforms, Future Branding
Subjects: Marketing
Depositing User: Veeramani R
Date Deposited: 30 Apr 2019 10:11
Last Modified: 30 Apr 2019 10:11
URI: http://eprints.exchange.isb.edu/id/eprint/906
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