Brand Management via AI: What Are the Odds?

Abstract

The origin of a brand, its development, and its transformation over the last centuries under the influence of economic, social, and cultural processes are tightly interrelated. It started with a sign of craftsmanship in the past and nowadays has a status of a cultural asset: the concept of a brand develops with time along with globalization, technological advancements, and the shift in consumer trends. It is interesting to know the development and the rise of the brand concept, as it helps to explain why brands in the modern world are able to create value equity, differentiation, and attraction of audiences, which is relevant to today's conditions.