A Study on the Role of Brand Management in Driving Digital Transformation: Strategies, Tools, and Practices

Abstract

This study aims to explore the strategies, tools, and practices of brand management during the digital transformation process. With the rapid development of technology, companies are facing unprecedented challenges and opportunities. Brand management, as an essential part of a company’s core competitiveness, plays an increasingly significant role in digital transformation. This paper first reviews the theoretical basis of digital transformation and the traditional concepts of brand management, then analyzes the role of brand management information tools in digital transformation. By conducting in-depth research on successful cases, this paper reveals the effective strategies and main challenges that companies face in implementing brand management during digital transformation. The research results show that data-driven decision-making, social media interaction, and the role of employees as brand ambassadors are crucial for brand management. In addition, this paper proposes strategies to cope with technological changes, data privacy, and changes in consumer expectations. Finally, this paper summarizes the research and looks forward to future research directions.