Digital Transformation and Corporate Branding (Routledge Studies in Marketing)

Technological advances, alongside increasing globalisation and growing awareness of socio-cultural and socio-political issues, are driving corporate branding innovations, and organisations must react and adapt quickly to compete. This book investigates and explores the impact of digital transformation on building corporate branding, identity, and reputation.

The book brings together international contributors to provide examples from a wide range of industries and fi rms, including the retailing and agri-food industries, and illustrates the many dimensions of corporate branding and theories, and how they can be aided by digital transformation. It explores the connection of branding with artificial intelligence, social media networks, and technologies 4.0 as well the limitations and challenges they might deliver. Using a combination of theory, primary research findings, and practice, the book offers viewpoints and expertise from multiple regions, appealing to a global audience.

This edited collection serves as an importance resource for researchers, scholars, and postgraduate students of marketing, brand management, and corporate communications, and those interested in the emerging relationship with technology.

Maria Teresa Cuomo is Professor of Business Economics at the University of Salerno, where she teaches “Management and Innovation” and “Management”. She taught also at the Business School of the “Bicocca” University in Milan. She is a member of several editorial committees of national and international journals. She has published in top international journals, about digital transformation, consumer behaviour, identity and reputation, corporate and investment assessment. She has presented papers and research outcomes at numerous conferences all around the world. She carries out research, consultancy, and training to various organisations (both public and private) on finance and performance, investment assessment, market research, and marketing.

Pantea Foroudi is a business manager and solution architect at Foroudi Consultancy as well as a member of marketing, branding, and tourism, Middlesex University London. Pantea has been working in the field of design, branding, and marketing since 1996, and she has experience as a creative innovator and practical problem-solver in visual identity, graphic design, and branding in different sectors. Her primary research interest has focused on consumer behaviour from multidisciplinary approach based on two research streams: (i) corporate brand design and identity and (ii) sustainable development goals (SDGs). Pantea has published widely in international academic journals, such as British Journal of Management, Journal of Business Research, European Journal of Marketing, and International Journal of Hospitality Management. She is the associate/senior/editor of International Journal of Hospitality Management; Journal of Business Research; International Journal of Hospitality Management; International Journal of Management Reviews; International Journal of Contemporary Hospitality Management; European Journal of International Management (EJIM); and more.