Chapter10
Brand futures: Technology and innovation in branding strategies
Chapter aims and learning outcomes
The final chapter of this book corresponds to the fourth stage of Keller and Swaminathan’s (2020) strategic brand management process, i.e. growing and sustaining brand equity (see Figure 10.1) and seeks to explore brand futures by considering innovation and technology applications in branding strategies. In particular, this chapter aims to achieve the following:
1.Explore the three dimensions of consumer engagement: cognitive, emotional, and behavioural.
2.Discuss the characteristics of big data, as well as its contribution to value creation and competitive advantage.
3.Explain various metrics which can be employed to measure consumer ...
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