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Brand Creation and Management in the Phygital Era by Kakhaber Djakeli at Abbey's Bookshop,
Brand Creation and Management in the Phygital Era
— —
Kakhaber Djakeli

Brand Creation and Management in the Phygital Era

Kakhaber Djakeli

$557.95   $446.47

Paperback

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English
IGI Global
29 May 2025
E-commerce: business aspects; Management & management techniques; Sales & marketing
In the evolving digital era, the fusion of physical and digital brand experiences-known as phygitalization-has become essential for brand relevance and success. As consumers increasingly expect seamless, meaningful interactions across both online and offline spaces, brands must strategically balance digital innovation with emotional authenticity. Effective brand management today involves not only delivering quality and efficiency but also creating culturally resonant, personalized experiences that inspire loyalty and action. This shift transforms branding from a corporate asset into a cultural symbol, deeply embedded in the identity and values of the communities it serves. This ability to master this synergy defines a brand's competitive edge in the 21st century. Brand Creation and Management in the Phygital Era discusses in depth how to create and manage brands in physical and digital environments, taking into consideration the complexities and opportunities of phygitalization. It offers practical strategies, research insights, and neuro-branding techniques to build emotionally resonant and culturally relevant brands in a hybrid world. Covering topics such as brand credibility, influencer marketing, and virtual reality (VR), this book is an excellent resource for entrepreneurs, marketers, managers, students, educators, business leaders, researchers, academicians, and more.
Edited by:  
Imprint:   IGI Global
Country of Publication:   United States
Dimensions:   Height: 254mm,  Width: 178mm, 
ISBN:   9798337309491
Pages:   608
Publication Date:  
Audience:   College/higher education ,  Professional and scholarly ,  Primary ,  Undergraduate
Format:   Paperback
Publisher's Status:   Active

Kakhaber Djakeli is a Doctor of Economics. From 2006 to 2007, he was a Fulbright Scholar at Yale University's School of Public Health. During 1997 - 2016 He received DAAD Scholarships and worked on different research projects at Leibniz University Hanover (Germany), under the mentorship of Professor Dr. Mathias Graf von der Schulenburg, in the Institute of Insurance Business Administration (IVBL) and the Center of Health Economics. During 2015-2018 He was Visiting Professor at Kennesaw State University, in the Coles College of Business (USA). He wrote many articles about Health Economics, Health Marketing, Branding, and Strategic Marketing. During 2007-2008 He worked on the World Bank Project for the Healthcare Reforms of Georgia. Currently, he is a Visiting Professor at Lublin University of Technology and an associate professor at the University of Georgia (Georgia). In 2024 he published the book - Modern Healthcare Marketing in the Digital Era.

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