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.
2018
brand system; digital revolution; hyper-connectivity; openness; artificial intelligence
01 Pubblicazione su rivista::01a Articolo in rivista
What is happening to the brand? / Vernuccio, Maria. - In: MERCATI E COMPETITIVITÀ. - ISSN 1826-7386. - 4(2018), pp. 7-13. [10.3280/MC2018-004001]
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11573/1208507
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