Assessing the different typologies of mobile apps made available to users, it is rather intuitive to notice 4 main categories of software applications. If we go beyond the single features
The advent of social media and the diffusion of digital technology have created significant changes in the way consumer-brand relationships are conceived, both by consumers and by companies. This pst
To a certain extent, a manager can use brand ideals to directionally guide the brand’s efforts toward a consistent product and communication innovation. The same applies in the digital environment.
According to Stengel (2011), brand managers should be conceived as “business artists”, leaders whose primary medium is brand ideals.
The scope of these business artists is to discover (or rediscover)