Perspective Chapter: The Transition from Offline to Online Marketing Strategies to Build Brand Equity

Munyaradzi Mutsikiwa

A chapter in Brand Management from IntechOpen

Abstract: The chapter discusses a paradigm shift from offline to online marketing strategies that organisations may employ to build customer-based brand equity. The rationale for online marketing is fully discussed in the chapter. This chapter considers how business practitioners would select best fitting strategies to build brand equity. The chapter discusses among others the virtual presence, the marketing activities, the product, the price, and the distribution strategies. In addition, online strategies to enhance brand awareness and image, elicit a brand response and increase brand resonance are discussed. The chapter will include strategies that are contextual to developing economies.

Keywords: offline marketing; online marketing; marketing strategies; brand; brand equity (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
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Persistent link: https://EconPapers.repec.org/RePEc:ito:pchaps:261307

DOI: 10.5772/intechopen.105483

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