Sustainable Digital Branding Strategies for Msmes in Bihar: Pathways to Market Growth and Competitive Differentiation

Abstract

This review paper examines the role of digital branding strategies for Micro, Small, and Medium Enterprises (MSMEs) in Bihar, focusing on sustainable approaches that promote market growth and competitive differentiation. The study synthesizes secondary data from existing literature, reports, and case studies to analyze the challenges and opportunities in digital branding adoption by MSMEs in Bihar. It highlights the importance of leveraging digital tools like social media, e-commerce platforms, and government initiatives in enhancing brand visibility and customer engagement. Despite significant progress, barriers such as limited digital infrastructure, low digital literacy, and access to finance hinder the sector's full potential. The paper suggests targeted policy recommendations to improve MSME growth through digital branding strategies, emphasizing the need for better infrastructure, financial support, and public-private partnerships.