Chapter 13 explores various aspects of brand management in the digital age, with a focus on understanding the evolving consumer decision journey and the role of digital touchpoints in shaping brand perception. The source analyzes traditional brand management strategies and contrasts them with new digital strategies, highlighting the importance of adapting to the new consumer landscape. It also dives into global brand management, emphasizing the need to balance global brand consistency with local market nuances, while exploring the dynamics of brand communities, social networking, and the use of celebrity endorsements. The source underscores the importance of a holistic approach that considers the cultural, social, and technological complexities of operating in a globalized and interconnected marketplace.

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