Branding in digital era

Abstract

The world is changing spontaneously everywhere and the word “digital” has become so common these days. Everywhere we look there is some element of digitalization is present, like digital banking, digital cameras, digital gadgets etc. This digital wave has transformed the method of branding as well in the modern world. Brand is something that exists mainly in the minds of consumers and hence it is very much necessary to make it appealing for the customer to recall the brand suddenly for making any kind of purchase decisions. Hence building a strong digital image for your brand has become very necessary. When we are talking specifically about India, with its young demographics and rising purchasing power of the population, creation of a digital image has become very vital. Millennials are an important age group that is going to be the target of almost all of the companies present as well as aspiring it take a bite of the fastest growing market of the world. Since millennials are known for their taste in digital space and rapidly changing interest, it has become challenging for different companies to impress them. The current race involves getting noticed in a plethora of products and to make a long lasting impression. Since branding is a very efficient tool to create a comparative advantage, in a noisy world of digital media it is of utmost importance to come up with innovative ideas and propositions to make your brand get noticed. With abundant information in their fingertips the new-age conscious consumers have a lot of choices in front of them and hence it is absolutely vital to stand-out from the crowd in order to be successful. A solid brand underpins all channels both straightforwardly and in a roundabout way thus both time and assets should be put resources into brand working through computerized advertising. Digitalness elevates the connectedness of brands, individuals and things. A well-characterized brand is basic for recognizing your item or administration from the rest. This study aims to understand how the branding has evolved over the ages and how much the various parameters involved in branding has changed in the digital era.