Digital transformation and corporate branding: opportunities and challenges for identity and reputation management

The purpose of this chapter is to develop a thorough understanding of the corporate brand in the digital age, its aspects (future employment; human well-being; legislation; personal integrity and trust) and its interactions with ethical challenges. Although corporate brands are significant in the implementation of digitalization, and the benefits of its use can be assessed, the extent of what corporate brands owe to society can still be explored, as technological development advances.