Ο ρόλος της αξίας της επωνυμίας στο ψηφιακό marketing
The role of brand equity in digital marketing
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Keywords
Brand equity ; Ψηφιακό μάρκετινγκAbstract
The Master's thesis, discusses the concept and significance of brand equity in the realm of marketing. It explores, how brand equity represents the added value a brand brings to its product or services, acting as a vital asset for business. The Master's thesis also, examines foundational theories, including those by notable academics ,such as David A.Aaker and Kevin Lane Keller, emphasizing it's financial, operational and strategic benefits.
Additionally, it delves into practical aspects like measuring brand equity, the role of customer experiences and the intergation of brand equity in digital marketing strategies. The Master's thesis, highlights how strong brand equity fosters customer loyalty and enhances market resilience. It also addresses challenges brands face, such as adapting to changing consumer preferences and maintaing innovation without compromising care brand identity.
Through examples and case studies , the text underscores the role of innovative marketing campaigns, customer relationship management, and technological tools in strengthening brand equity. The importance of consistency, strategic storytelling, and a customer-centric approach emerges as central themes. Ultimately, it advocates for brand equity as a cornerstone for long term business success and a competitive advantage evolving markets.