Your first step in a business is the most important one! When crafting a digital branding strategy, you want longevity. That’s the only way to succeed! In order to develop an effective digital marketing mix, it is important to understand the value of your brand for each target market. Of course, the value of a brand in a web-based company may have heightened importance due to the intangible nature of the web. Bottom line is that you always need to keep it simple and give a WOW experience. The game is changing and you need to step up! Digital branding is the creation and development of communications strategies specifically for brands to have a meaningful context on the web. Branding is not what you say but what you do! In this book, we will create together step by step your digital branding strategy and give your consumers an unforgettable experience.

About the Authors

Dr. Athanasios Poulis is senior lecturer at the University of Brighton, United Kingdom. He holds a PhD in marketing from Athens University of Economics and Business and an MBA from the University of Stirling in Scotland. His research interests involve brand management and digital marketing communications. He has been a consultant in branding and social media campaigns in various sectors for the past 10 years.

Dr. Ioannis Rizomyliotis is senior lecturer at the University of Brighton, United Kingdom. He holds a PhD in marketing and researches in the fields of digital marketing, services marketing, and innovation. He has extensive consulting experience.

Dr. Kleopatra Konstantoulaki is senior lecturer at the University of Westminster, United Kingdom. She holds a PhD in marketing and is an active researcher in the area of consumer psychology and communication. She has published in several peer-reviewed academic conferences and journals.

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