Digital Transformation and Corporate Branding

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.

"Tackling a topic such as digital transformation is not easy in an epoch when it is very much dealt with. The volume is appreciable for its ability to combine the theoretical relevance / centrality of the issues with a practical reading of the context in which digital transformation may take place. A further specific merit is then the organicity and harmonization of the contributions, which although they come from different Authors, are admirably merged thanks to the commendable and punctual work of the Editors. I am sure that the anthological collection entitled: "Digital transformation: corporate branding, identity and reputation" may become a point of reference for scholars, marketing practitioners and students. Well done!"- Gerardino Metallo, Professor of Management – University of Salerno, Italy"Digital transformation has become increasingly important in the real world of management, yet academic research and guidance for management practice in the area of branding, identity and reputation has remained fragmented until now. This book fills that gap. The comprehensive approach details the extent to which digital transformation affects the processes of branding, identity and reputation. Writing about digital transformation is notoriously difficult, as ‘hot’ topics can become dated very quickly but this book manages to make sense of the rapidly changing digital environments. The book has an accessible style that will encourage students to extend their studies in digital transformation. I wholeheartedly recommend this text as an invaluable resource for academics, doctoral, postgraduate, graduate, and final year undergraduate students studying business, management and marketing, as well as practitioners looking for insights into how to successfully navigate the minefield of digital transformation."- Charles Dennis, Professor in Marketing, Middlesex Business School London

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.