Brand Building Using Digital Marketing Tools: Insight into an Innovative Hybrid Model

Silvia Ranfagni (), Massimo Rosati and Silvia Frescucci
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Silvia Ranfagni: Department of Economics and Business
Massimo Rosati: Department of Economics and Business
Silvia Frescucci: Department of Economics and Business

Chapter Chapter 3 in Sustainable Digital Marketing for Fashion and Luxury Brands, 2025, pp 55-77 from Springer

Abstract: Abstract The chapter begins with a theoretical exploration of the contemporary role of branding, looking into its historical origins and tracing its evolution, ultimately culminating in its adaptation to the digital landscape. The paper then discusses modern online analytics tools such as Google Trends, Pinterest Trends, SEMrush, Not Just Analytics, Keywords Everywhere, and Google Forms, highlighting their crucial role in market analysis, identifying emerging trends, and comprehending competition. The chapter focuses on the cosmetics sector in Italy, describing the process of building a new brand. In-depth market research supported this process, analysing data from online search tools and traditional tools to examine the alignment between the values identified for the new brand and the audience’s perception. In conclusion, we demonstrate how the integration of advanced online analytic tools with traditional ones can provide valuable insights for brand development, highlighting the importance of a data-driven strategy in today’s competitive environment. We emphasise the importance of a holistic approach that integrates market analysis, consumer understanding, creativity, and innovation.

Keywords: Brand building; Digital brand; Online research tools; Traditional research tools; Hybrid research model (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-031-82467-8_3

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DOI: 10.1007/978-3-031-82467-8_3

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