( ISSN 2277 - 9809 (online) ISSN 2348 - 9359 (Print) ) New DOI : 10.32804/IRJMSH

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BUILDING BRAND IN A DIGITAL WORLD - AN EXPLORATORY STUDY

    2 Author(s):  MR. LOKESH K N ,DR. RAMACHANDRA GOWDA

Vol -  11, Issue- 5 ,         Page(s) : 213 - 219  (2020 ) DOI : https://doi.org/10.32804/IRJMSH

Abstract

The advent of the internet created a techno complex environment in which brand building is to done. Branding in online environment should consider factors such as web design, integrating branding and marketing communications across different channels, branding done keeping in mind global customers, customizing communications and different segments doing all this without comprising on brand values. Paper also attempts to study various online brand building models such as “4 pillars of i-branding”, five underlying digital trends for global brand building and management, nine goals of social media in branding which provides a conceptual tool for marketing practitioners a power full tool for building on line brands and academician scope for further research.

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