The New Face of Branding: Crafting Identity in the Digital Era

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Author(s): Tommy Kibera Kiilu (Kenyatta University, Kenya)
Copyright: 2026
Pages: 34
Source title: Digital Platforms and Managing Brand Crises
Source Author(s)/Editor(s): Jorge Remondes (CEOS.PP, ISCAP, Polytechnic of Porto, Portugal)and Ana Pinto de Lima (CEOS.PP, ISCAP, Polytechnic of Porto, Portugal)
DOI: 10.4018/979-8-3373-2367-1.ch006

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

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Abstract

This chapter explores the transformation of branding in the digital era by integrating traditional theories with contemporary practices. Drawing on foundational frameworks such as social identity theory, brand identity theory, and consumer culture theory, the chapter examines how digital tools—from social media and advanced analytics to immersive technologies—empower brands to craft cohesive, authentic identities. These theories provide a lens to understand the evolution of consumer behavior and the nuanced interplay between brand narratives and individual self-concept in a digital context. The discussion highlights the shift toward data-driven decision making and personalized consumer experiences, while also addressing ethical considerations like data privacy and authenticity. By bridging theoretical insights with practical strategies, this chapter offers a comprehensive roadmap for creating enduring digital brand identities in an increasingly interconnected marketplace.

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The New Face of Branding: Crafting Identity in the Digital Era

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