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The Distributed Creative Brand Image: Integrating Digital Influencer Collaboration into Omnichannel Marketing Communication

In: Digital Transformation for Fashion and Luxury Brands

Author

Listed:
  • Annette Kallevig

    (Kristiania University College)

Abstract

In the age of integrated marketing communication the brand identity is managed by a multitude of specialist agencies necessary for complex omnichannel presence, and new independent content creators have unprecedented power through digital distribution. Online influencer marketing is now at the core of fashion and luxury brand management. Content creators have become autonomous channels of communication; they require freedom of expression to ensure authenticity while maintaining their own personal brand identity. This chapter explores the fluency and dynamics of these complex and interactive marketing communication relationships and how agile management might contribute to ensure a consistent creative brand image.

Suggested Citation

  • Annette Kallevig, 2024. "The Distributed Creative Brand Image: Integrating Digital Influencer Collaboration into Omnichannel Marketing Communication," Springer Books, in: Wilson Ozuem & Silvia Ranfagni & Michelle Willis (ed.), Digital Transformation for Fashion and Luxury Brands, chapter 12, pages 249-270, Springer.
    • Handle: RePEc:spr:sprchp:978-3-031-35589-9_12
    DOI: 10.1007/978-3-031-35589-9_12
    as

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