Branding 4.0 Lessons from Industry Leaders
DOI:
https://doi.org/10.55938/wlp.v1i4.140Keywords:
Branding 4.0, Customer-Brand Relationships, Online Media, E-Commerce, AI Influencers, Influencer Branding, Virtual Branding, AI BrandingAbstract
Branding is integral to the success of innovative technologies and social projects, and its intellectual and practical value should be articulated to thought leaders beyond marketing, as well as executives and practitioners. This study employs a comparative cross-case study approach to examine co-creative processes within chosen businesses' digital strategy. It combines secondary data on value co-creation and Industry 4.0 (I4.0) as distinct phenomena. This study analyzes the impact of I4.0 on branding and customer behavior by assessing current technology advancements. It attempts to comprehend the fundamental concepts of technology and innovation adoption, as well as the relationship between bmranding and I4.0, emphasizing the evolving nature of the marketplace and the implications of I4.0 on vranding operations. The study explores the adoption of Branding 4.0 by global luxury brands, revealing that, despite fears regarding dilution of exclusiveness and brand value, these brands are now embracing digital technologies for greater brand value in response to changing consumer preferences and adversary scenarios. This study attempts to explore the influence of artificial intelligence (AI) technology on digital marketing and branding. It will look into how the Metaverse, AI, blockchain, virtual reality, and augmented reality may be utilized for branding. The study emphasizes the significance of organizations competing in digital and virtual environments in the context of digital transformation to succeed in an increasingly competitive market. Businesses have to modify their marketing strategies to offer more engaging and interactive experiences by employing voice search, chatbots, augmented reality, and virtual reality. This study emphasizes AI's role in future tech-based, AI-enabled marketing for organizations.
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