Paradygmat marki w dobie digitalizacji i technologii mobilnej
Brand Paradigm in the Era of Digitization and Mobile Technology

Summary/Abstract: The purpose of the study is to approximate the brand paradigm, what should be covered, what are the social and practical implications, and what recommendations can be made for the owners of the brands interested in their methodical construction under current market conditions. Considerations will be made around the thesis: In the age of digitization and mobile technology, proper brand management seems to be the basis for building strategic advantage and market success of the object. For the purpose of the study, the available sources of information and research results were reviewed. In the age of digitization and mobile technology, the personalized brand around which the community is built is of particular importance. The scope of activities involving and in favor of the brand and its importance as confirmed by research provide the basis for claiming that in the current market conditions we are dealing with a new paradigm in managing a branded market object, branding paradigm.

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