Brand Presence in Digital Space

Jennifer Rowley and David Edmundson-Bird
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Jennifer Rowley: Department of Information and Communication, Manchester Metropolitan University, Manchester, UK
David Edmundson-Bird: Business School, Manchester Metropolitan University, Manchester, UK

Journal of Electronic Commerce in Organizations (JECO), 2013, vol. 11, issue 1, 63-78

Abstract: With the growing importance of digital spaces as arenas in which organisations and consumers interact, brand owners can no longer afford to regard digital, online, or i-branding as an optional add-on to branding through other channels. After an introduction, this article reviews some of the principles that need to underpin any brand strategy. The article then reviews the key considerations for organisations as they seek to manage their brand presence in digital spaces. Next, it examines recent developments associated with the social media era, in which consumers expect to have a key role in co-creating the brand. The article concludes with an agenda for the future development of branding in digital space.

Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:igg:jeco00:v:11:y:2013:i:1:p:63-78

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