BRANDING COMMUNICATION IN DIGITAL ERA

Abstract

The purpose of this paper is to examine as to how platforms of new technologies are transforming consumer behavior leaving an indelible imprint on brands for non-utilitarian value to create personal identity. This paper is structured as follows: The first chapter discusses the technology revolution which connects consumers to companies and brands and explores connective impact on brands. Second chapter elaborates on today’s digital centric world which brands should adapt and adjust sooner the better while staying true to their DNA and values. With diverse and saturated competitive landscape, brands will automatically and truly stand out. Third chapter sees globalization as a positive, equalizing, democratic and intermingling of cultures in the new cosmopolitanism of positive value. For others, it is multidimensional, multicausal, pluralistic and localized in its effect driven by a multiplicity of factors instead of reducible to selected cause.

Fourth Chapter advocates that the brand differentiator and promise should be clear, consistent, and fully integrated into all content and messaging throughout a digital ecosystem. Fifth chapter is about environment advocating that before creating a consumer-oriented brand environment you should know what type of experience can determine direction and allow brand’s identity to facilitate the goal and success. Sixth chapter details how brand and consumer enter into marriage relationship and the day they take this marriage granted, their marriage goes on the rocks. Seventh chapter emphasizes that consumers do not want generic communications and prefer personal interactions with brands they buy from.

Taking into account the commitment of consumer, this study enables us to define the degree of true brand loyalty.