7. Brand in the Digital Era

Digital channels and assets are becoming an integral part of business practices and brands need to use them effectively to communicate and position their brands. Being digital requires being open to re-examining your entire way of doing business. It is essential to recognise that the basic principles of brand management are still relevant, but the presence of digital innovation is shaping how these brands are managed. In this chapter we will explore brand management in the context of the digital age and look at how digital innovation is disrupting the meaning of a brand. We will also examine consumer behaviour, especially how they engage with brands. In conclusion, there are some key brand management strategies for brands in this digital age. The technology is available; brand owners just need to harness these technologies to reposition and develop their brands.