Social Sciences
a year ago

Digital brand communication revolutionizes corporate identity in the digital age

Edward Elgar Publishing eBooks
Digital corporate communication and brand communication
John M.T. Balmer

Paper Summary

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The article talks about how digital communication can help companies build their brand and connect with customers. It introduces a framework that includes different types of corporate communication, like advertising and social media. However, using digital platforms can also bring risks, like fake information that can harm a company's reputation. The article uses the British Monarchy as an example of a successful brand that uses digital communication effectively.