The authors of this book discuss classic and more recent concepts as well as theoretical and operational approaches to brand management and provide an overview of the current state of debates surrounding the concept of branding. Renowned academics from various disciplines present their research findings on brand theory, and prominent practitioners offer recommendations on how to address the challenges arising from digitalization. Because digital media offerings, transmission channels, and devices are constantly creating new opportunities for communication and interaction with recipients, a fundamental media transformation is taking place, forcing brands to adapt to digital changes. This expanded media landscape offers brands new possibilities and opportunities for their development, communication, and distribution. This book is aimed at brand managers, product managers, marketing researchers, and advertising professionals, but lecturers and students of marketing, communication, media, and social sciences will also find it valuable. The third edition has been completely revised and includes numerous new contributions. Overall, the topic of artificial intelligence is given greater prominence. The editors are Prof. Dr. Thomas Heun, Professor of Consumer Behavior and Market Research at Rhine-Waal University of Applied Sciences, and Dr. Stefanie Dänzler, who teaches at numerous German and US universities, specializing in media economics and management, marketing, strategy and strategic management, global and business ethics, pop culture engineering, and advanced entrepreneurship. Biography (Thomas Heun) Professor Thomas Heun teaches media management at Macromedia University of Applied Sciences for Media and Communication (MHMK) in Berlin and communication strategy at the University of Applied Sciences and Arts (HAWK) in Hildesheim. He is also the founder of the New School of Research & Development in Berlin. New product