Sustainable Branding in Digital Environment in Terms of Corporate Communication

Mikail Batu () and Özlem Kutlu
Additional contact information
Mikail Batu: Ege University
Özlem Kutlu: Ege University

Chapter Chapter 2 in New Normal in Digital Enterprises, 2023, pp 27-45 from Springer

Abstract: Abstract Corporations, which carry out a successful and sustainable branding process in the digital environment, have a positive image in the eyes of customers, and the success of the corporations in these processes can provide vital advantages in the way of leadership. The notion of leadership, which means the competitive advantage of corporations in any subject, can be measured by its competitive advantages in different areas. The competitive advantage of the corporation in its sector compared to other competitors can mean that it has the largest market share or is ahead of its competitors financially. The brand value of a leader corporation in its sector also has a financially independent value and involves the tangible values ​​of the corporation. In addition to these, the leadership of the corporation can result in internal factors such as product features. A leader corporation in its sector can be taken as an example and imitated by other institutions within its visible or invisible features. In parallel with technological developments especially in twenty-first century, branding in the digital environment has become as significant as branding in real life, and new investments or strategies have become mandatory. In this study, branding in a digital environment will be handled and discussed in detail.

Keywords: Corporate communication; Digital environment; Sustainable brand (search for similar items in EconPapers)
Date: 2023
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-981-19-8618-5_2

Ordering information: This item can be ordered from
http://www.springer.com/9789811986185

DOI: 10.1007/978-981-19-8618-5_2

Access Statistics for this chapter

More chapters in Springer Books from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().