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Perspective Chapter: The Transition from Offline to Online Marketing Strategies to Build Brand Equity

In: Brand Management

Author

Listed:
  • Munyaradzi Mutsikiwa

Abstract

The chapter discusses a paradigm shift from offline to online marketing strategies that organisations may employ to build customer-based brand equity. The rationale for online marketing is fully discussed in the chapter. This chapter considers how business practitioners would select best fitting strategies to build brand equity. The chapter discusses among others the virtual presence, the marketing activities, the product, the price, and the distribution strategies. In addition, online strategies to enhance brand awareness and image, elicit a brand response and increase brand resonance are discussed. The chapter will include strategies that are contextual to developing economies.

Suggested Citation

  • Munyaradzi Mutsikiwa, 2022. "Perspective Chapter: The Transition from Offline to Online Marketing Strategies to Build Brand Equity," Chapters, in: Frantisek Pollak & Peter Markovic (ed.), Brand Management, IntechOpen.
    • Handle: RePEc:ito:pchaps:261307
    DOI: 10.5772/intechopen.105483
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    More about this item

    Keywords

    offline marketing; online marketing; marketing strategies; brand; brand equity;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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