 Building Brand IntelligenceBaohong Sun ()
Chapter 4 in Brand Intelligence, 2026, pp 91-124 from Springer Abstract: Abstract The interconnected concepts of User Journey (UJ), User Experience (UX), and User Lifetime Value (ULTV) form the foundational logic of Brand Intelligence. This chapter defines Brand Intelligence as a two-phase, iterative process: Digital Transformation and Intelligent Activation. It first explains Digital Transformation as the construction of a user-centric digital infrastructure composed of eight foundational modules, organized across three technological layers. It then describes how Intelligent Activation orchestrates four dynamic information flows, bringing this infrastructure to life through continuous learning and optimization. The chapter concludes by outlining three levels of Brand Intelligence maturity and examining alternative implementation pathways. Two additional case studies available on the book’s website—Sephora (USA) and KFC (China)—bring the framework to life: Sephora illustrates digital transformation, while KFC demonstrates intelligent activation in practice. Core Concepts: Two-step process of Brand Intelligence; Digital Transformation; Intelligent Activation; Four flows model; Intelligent orchestration marketing; Digital asset accumulation; Marketing autonomy; Brand intelligence maturity; Agentic-ready infrastructure. Date: 2026 There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it. Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:spr:fuobcp:978-3-032-17490-1_4 Ordering information: This item can be ordered from DOI: 10.1007/978-3-032-17490-1_4 Access Statistics for this chapter More chapters in Future of Business and Finance from Springer |
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