Managing Brand Equity In The Digital Era: A Strategic Approach

Abstract

In today's digital world, managing brand equity has become a key strategic goal for businesses that want to stay relevant in the market and keep customers loyal over time. This article examines the complex aspects of brand equity management in the digital age, highlighting the amalgamation of conventional branding strategies with innovative digital tools and platforms. It looks at how social media, content marketing, working with influencers, and real-time data affect how people see brands and their worth. The research examines the difficulties of ensuring brand consistency across digital touchpoints while also exploring the benefits of personalised experiences and interactive communication. From a strategic point of view, the research shows how important authenticity, putting the customer first, and making decisions based on data are for keeping and growing brand equity. The results add to the ongoing conversation about how to manage digital brands and give marketers useful information on how to improve brand equity in the face of technical changes and changing customer expectations.