The external factors that currently have a greater impact on the evolutionary dynamics of the brand system can be traced back to the digital revolution, with the exponential spread of social media and user-generated content. The main forces at play in the new hybrid and networked world are hyper-connectivity, openness and artificial intelligence. In this new context, what is happening to the brand? To answer this question, we propose some reflections on the main brand-changing phenomena concerning conceptual dimensions of the brand system.
What is happening to the brand? / Vernuccio, Maria. - In: MERCATI E COMPETITIVITÀ. - ISSN 1826-7386. - 4(2018), pp. 7-13. [10.3280/MC2018-004001]
What is happening to the brand?
Maria Vernuccio
2018
Abstract
The external factors that currently have a greater impact on the evolutionary dynamics of the brand system can be traced back to the digital revolution, with the exponential spread of social media and user-generated content. The main forces at play in the new hybrid and networked world are hyper-connectivity, openness and artificial intelligence. In this new context, what is happening to the brand? To answer this question, we propose some reflections on the main brand-changing phenomena concerning conceptual dimensions of the brand system.| File | Dimensione | Formato | |
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