Abstract
In the context of the digital age, the synergy between brand management informationization and digital marketing digitalization is of significant importance for enhancing corporate competitiveness. This study aims to explore how brand management informationization and digital marketing digitalization promote each other and how this synergy enhances brand value and market competitiveness. By reviewing literature, this study constructs a theoretical framework and proposes a research model and hypotheses. Employing case studies and empirical analysis, this study deeply analyzes the application of brand management informationization tools in digital marketing and evaluates the impact of their combination on brand value and market competitiveness. The results indicate that the deep integration of brand management informationization and digital marketing digitalization can significantly enhance brand value and strengthen a company’s market competitiveness. This study provides practical guidance for brand managers, references for policymakers, and also points the way for future research.
Published Version
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