Branding @ the Digital Age
Personalization versus Privacy: An Empirical Examination of the Online Consumer's Dilemma
Information Technology and Management
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With the growing importance of digital spaces as arenas in which organisations and consumers interact, brand owners can no longer afford to regard digital, online, or i-branding as an optional add-on to branding through other channels. After an introduction, this article reviews some of the principles that need to underpin any brand strategy. The article then reviews the key considerations for organisations as they seek to manage their brand presence in digital spaces. Next, it examines recent developments associated with the social media era, in which consumers expect to have a key role in co-creating the brand. The article concludes with an agenda for the future development of branding in digital space.