How Brand Management Applies to the Digital Space
For many, the term “brand management” is often used as an umbrella term to encompass all the facets of creating a business identity. Often, companies are left without much explanation as to how to achieve this elusive goal in the online sphere, a problem that is becoming more prevalent as digital takes over business.
Even for those who have created a successful offline identity for their business, the relatively new online space presents previously unforeseen difficulties. What constitutes a brand online? Is it merely an owned website, or is it an expansive social media portfolio? What should businesses be doing to establish their brand position online?
