Digital Branding in the Digital Era

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Author(s): Edna Mngusughun Denga (American University of Nigeria, Nigeria), Narasimha Rao Rao Vajjhala (Americian University of Nigeria, Nigeria)and Sefa Asortse (University of Nigeria, Enugu, Nigeria)
Copyright: 2023
Pages: 27
Source title: The Role of Brands in an Era of Over-Information
Source Author(s)/Editor(s): Ricardo Fontes Correia (Polytechnic Institute of Bragança, Portugal), Dominyka Venciūtė (ISM University of Management and Economics, Lithuania)and Bruno Miguel Sousa (Polytechnic Institute of Cávado and Ave, Portugal)
DOI: 10.4018/978-1-6684-8351-0.ch008

Keywords: Business Science Reference / Marketing and Consumer Behavior / Media & Communications / Social Networking

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Abstract

The 21st-century marketplace and its consumers are connected digitally as an innovative and inquisitive technique of information gathering. In the first two decades of this millennium, the proliferation of digital media and increasingly mobile Internet connectivity have undoubtedly had a significant influence on brands and brand management. Innovations have ushered in a brand-new epoch known as “the digital era.” This golden age has fostered a few unique challenges that aim to approach branding in novel and interesting ways. Brands are attempting to create a digital identity for their business in today's technology-driven economy to sustain consumer awareness. Maintaining an online presence is essential for businesses to continue being successful and relevant considering the increasing amount of time that customers are spending on digital platforms nowadays.

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