Overview

In the evolving digital era, the fusion of physical and digital brand experiences-known as phygitalization-has become essential for brand relevance and success. As consumers increasingly expect seamless, meaningful interactions across both online and offline spaces, brands must strategically balance digital innovation with emotional authenticity. Effective brand management today involves not only delivering quality and efficiency but also creating culturally resonant, personalized experiences that inspire loyalty and action. This shift transforms branding from a corporate asset into a cultural symbol, deeply embedded in the identity and values of the communities it serves. This ability to master this synergy defines a brand's competitive edge in the 21st century. Brand Creation and Management in the Phygital Era discusses in depth how to create and manage brands in physical and digital environments, taking into consideration the complexities and opportunities of phygitalization. It offers practical strategies, research insights, and neuro-branding techniques to build emotionally resonant and culturally relevant brands in a hybrid world. Covering topics such as brand credibility, influencer marketing, and virtual reality (VR), this book is an excellent resource for entrepreneurs, marketers, managers, students, educators, business leaders, researchers, academicians, and more.

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Kakhaber Djakeli is a Doctor of Economics and Associate Professor at the University of Georgia, Kakhaber Djakeli, spent an extended period working on marketing and economic themes. Being a Fulbright Scholar at Yale University from 2007 to 2008, he worked on managing and marketing healthcare reforms for his country. From 1998 to 2017, He was a Scholar of the German Academic Exchange Service DAAD at Leibniz University Hanover, under the mentoring of Professor Dr. Mathias, Graf v.d. Schulenburg in the Institute of Insurance Business Administration (IVBL), working on his projects about social and health economics and marketing. From 2011 to 2021, he worked as a Head of Bachelor and Master programs at International Black Sea University. He developed many academic programs and supported the implementation of new disciplines in them. As a visiting professor at Kennesaw State University in Georgia, USA, he taught his students global marketing. He wrote many articles About Marketing, branding, health reforms, and social economy and was the Editor of several Scientific Books and Scientific Journals. In 2024, he published the scientific book Modern Healthcare Marketing in the Digital Era with his colleagues. Being a member of different scientific associations, he continues participating in scientific research projects about social marketing, branding, health economics and health marketing, strategic brand management, and integrated marketing communications. He is an associate professor at the University of Georgia in the School of Health Sciences and a visiting professor at the Lublin University of Technology in Poland.

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