Branding in the Digital Era:

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  • デジタル時代におけるブランド構築
  • Collaborative Creation of Brand Value
  • ― ブランド価値協創 ―

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<p>We consider branding in the digital era, which will be further developed, based on existing brand studies. This study proposes “Collaborative creation of brand value,” which incorporates Brand Incubation Third-party (BIT), the third entity that contributes to branding, but whose importance is often overlooked. Furthermore, we suggest that brand engagement, which is a concept that shows social relationships beyond economic relationships, is important in the “collaborative creation of brand value” among the three entities.</p>

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