Digital branding is a

brand management In marketing, brand management begins with an analysis on how a brand is currently perceived in the market, proceeds to planning how the brand should be perceived if it is to achieve its objectives and continues with ensuring that the brand is per ...

technique that uses a combination of

internet branding Internet branding (also referred to as Online branding) is a brand management technique that uses the World Wide Web & Social Media Channels as a medium for positioning a brand in the marketplace. Branding is increasingly important with the advanc ...

and

digital marketing Digital marketing is the component of marketing that uses the Internet and online based digital technologies such as desktop computers, mobile phones and other digital media and platforms to promote products and services. Its development duri ...

to develop a

brand A brand is a name, term, design, symbol or any other feature that distinguishes one seller's good or service from those of other sellers. Brands are used in business, marketing, and advertising for recognition and, importantly, to create an ...

over a range of digital venues, including

internet The Internet (or internet) is the global system of interconnected computer networks that uses the Internet protocol suite (TCP/IP) to communicate between networks and devices. It is a '' network of networks'' that consists of private, pub ...

-based relationships, device-based applications or media content.

Concept

Digital branding aims to create connections between consumers and the products or service being delivered so that

brand recognition Brand awareness is the extent to which customers are able to recall or recognize a brand under different conditions. Brand awareness is one of two dimensions from brand knowledge, an associative network memory model. Brand awareness is a key consi ...

is established in the digital world. In short, the goal of digital

ing is not necessarily driving sales, but enhancing the awareness, image, and style of the brand. Digital branding in turn drives long-term customer

loyalty Loyalty, in general use, is a devotion and faithfulness to a nation, cause, philosophy, country, group, or person. Philosophers disagree on what can be an object of loyalty, as some argue that loyalty is strictly interpersonal and only another h ...

. Brand establishment involves four key points: # Building a digital brand story # Creativity in digital media and marketing # Digital channels and content distributed to channels based on

consumer data Customer data or consumer data refers to all personal, behavioural, and demographic data that is collected by marketing companies and departments from their customer base. To some extent, data collection from customers intrudes into customer pr ...

and habits # Creating digital relationships.

Digital impact on branding

Before the internet, information about companies and consumers was somewhat limited due to access to information, geographical separation, and lack of interaction. The existence of the internet and websites has therefore transformed branding: the internet has transformed interaction between brands and customers; and websites facilitate

online marketing Online advertising, also known as online marketing, Internet advertising, digital advertising or web advertising, is a form of marketing and advertising which uses the Internet to promote products and services to audiences and platform users. ...

and sales, as well as collecting comprehensive data on customers. Another impact on branding practices is the emergence of value

co-creation Co-creation, in the context of a business, refers to a Product design, product or service design process in which input from consumers plays a central role from beginning to end. Less specifically, the term is also used for any way in which a busine ...

as an alternative way to long-term customer relationships,

customer loyalty The loyalty business model is a business model used in strategic management in which company resources are employed so as to increase the loyalty of customers and other stakeholders in the expectation that corporate objectives will be met or sur ...

, and eventual profitability. Joint effort is formed between the companies and customers during the various stages of the product. It strengthens the bond and builds loyalty and

customer engagement Customer engagement is an interaction between an external consumer/customer (either B2C or B2B) and an organization (company or brand) through various online or offline channels. According to Hollebeek, Srivastava and Chen's (2019, p. 166) S-D lo ...

Digital branding channels

According to Mabbly CEO, Hank Ostholthoff, digital branding is facilitated by multiple channels. As an advertiser, one's core objective is to find channels that result in maximum two-way communication and a better overall return-of-investment for the brand. There are multiple online marketing channels available, namely: *

New media marketing Social media marketing is the use of social media platforms and websites to promote a product or service. Although the terms e-marketing and digital marketing are still dominant in academia, social media marketing is becoming more popular for ...

Cross-media marketing Cross-media marketing is a form of cross-promotion in which promotional companies commit to surpassing traditional advertisement techniques and decide to include extra appeals to the products they offer. The material can be communicated by any mas ...

Retail media Retail media is marketing to consumers at or near their point of purchase, or point of choice between competing brands or products. Common techniques include in-store advertising, online advertising, sampling, loyalty cards and coupons or vouche ...

Affiliate marketing Affiliate marketing is a marketing arrangement in which affiliates receive a commission for each visit, signup or sale they generate for a merchant. This arrangement allows businesses to outsource part of the sales process. It is a form of p ...

Display advertising Digital display advertising is online graphic advertising through banners, text, images, video, and audio. The main purpose of digital display advertising is to post company ads on third-party websites. A display ad is usually interactive (i.e. ...

Internet branding Internet branding (also referred to as Online branding) is a brand management technique that uses the World Wide Web & Social Media Channels as a medium for positioning a brand in the marketplace. Branding is increasingly important with the advanc ...

Email marketing Email marketing is the act of sending a commercial message, typically to a group of people, using email. In its broadest sense, every email sent to a potential or current customer could be considered email marketing. It involves using email to s ...

Search marketing Search marketing is the process of acquiring traffic or customers via search engines such as Google, Bing, Yahoo and others. Search marketing generally involves two disciplines: SEO (search engine optimization) and SEM (search engine marketing Se ...

Social media Social media are interactive media technologies that facilitate the creation and sharing of information, ideas, interests, and other forms of expression through virtual communities and networks. While challenges to the definition of ''social medi ...

Social networking A social network is a social structure made up of a set of social actors (such as individuals or organizations), sets of dyadic ties, and other social interactions between actors. The social network perspective provides a set of methods for an ...

** Online PR * Game advertising *

Video advertising Video advertising encompasses online display advertisements that have video within them, but it is generally accepted that it refers to advertising that occurs before, during and/or after a video stream on the internet. The advertising units use ...

SMS marketing Mobile marketing is a multi-channel online marketing technique focused at reaching a specific audience on their smartphones, feature phones, tablets, or any other related devices through websites, e-mail, SMS and MMS, social media, or mobile app ...

* Branding on

MetaVerse In science fiction, the "metaverse" is a hypothetical iteration of the Internet as a single, universal, and immersive virtual world that is facilitated by the use of virtual reality (VR) and augmented reality (AR) headsets. In colloquial usage, ...

Personal digital branding

social media Social media are interactive media technologies that facilitate the creation and sharing of information, ideas, interests, and other forms of expression through virtual communities and networks. While challenges to the definition of ''social medi ...

platforms have been established and have evolved over the last couple of decades, digital branding has become personal. Individuals have taken to social media to brand and market themselves in building their personal and professional lives. Consequently, boundaries between the personal and professional are fading. Those who participate in social media sites should be aware that their social media content is public and may be accessed by colleagues, clients, and other professional references. Many universities and workplaces have established social media policies. A well-curated social media presence may be attractive to employers, while poorly representing oneself is an employment liability.

Concept

Digital impact on branding

Digital branding channels

Personal digital branding

See also

References

Further reading