About the book
In a market economy with a highly developed competitive environment, it is natural to maximize the utility of resources. Overconsumption, as the desired state of the economy of growth, puts enormous pressure on production and thus on securing sufficient resources of a diverse nature. Here, seemingly endless growth meets the limitations of the physical world. The application of the principles of sustainability is thus one of the basic determinants of the long-term survival of market economies, or even entire ecosystems as we know them today.
Given these facts, it is possible to assess the issue of sustainable development, sustainability, and a low-carbon economy as extremely topical, even key, for all industries, as well as for any entities using resources of a physical nature.
From the point of view of comprehensive brand management, the issue of the sustainable industry takes on a whole new dimension, it is a well-known fact that the issue of brand development in the traditional world has been known to companies for decades, managers have acquired a set of skills to build a brand, but this set of skills is not final, is evolving. Beginning with the era of product marketing management from the time of Henry Ford, when demand far exceeded supply and the available product was equal to market success, to today's times of hyper supply and hyper information time, the number of variables necessary for active management of business activities, especially brand management, has multiplied to almost innumerable dimensions.
The rapid rise of mass communication media in the second half of the 20th century fundamentally changed the established principles of business practice in many areas. Before the onset of the media era, the brand of corporate entities was difficult to develop, subsequently, however, it was easier to manage. For decades, procedures for building a brand have been refined. Years of proven and effective brand-building tools have almost easily managed to offer solutions in difficult situations. However, the time has changed, the flow of information has accelerated, the nature of information has adapted to the time. The Internet has changed the way we look at brands. What was once private is now public. What was once local is now global. What was once fleeting is now permanent. And what was once credible is now unreliable. These changes can be explained by the fact that Internet technology has directed human interactions. Understanding the unique relationship between technology and online culture is key to understanding how to manage brands while developing a comprehensive corporate reputation. Failure is certain for those managers who use offline techniques to solve online problems. Instead, it is essential to understand the cultural and technical differences between the online and the offline world to effectively protect and enhance the intangible assets of a business entity.
The combination of baseline factors in the form of the transition to a sustainable economy in the age of accelerated digitization creates a completely new, hitherto unknown market environment. The number of variables necessary for successful brand management in this new, semi-online environment is almost limitless. The ambition of this book is to explore key topics in the field of brand management at a time when companies are increasingly reaching for responsible and sustainable approaches, as well as being forced to face the necessity in the form of digitization of a large part of business processes.
From the point of view of its topic, the book creates a space for the presentation of the results of both basic and empirical research, intending to expand the knowledge base in the researched area.