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| Main Authors: | , , , |
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| Format: | Recurso digital |
| Language: | |
| Published: |
Zenodo
2026
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| Online Access: | https://doi.org/10.5281/zenodo.18297809 |
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Table of Contents:
- <p><span>Brand development in the current digital age can be even more complex, given the increasing number of technological advancements, use of digital media, and changes in consumer behavior. Today, organizations are not judged by the product/services they offer, but digital presence, digital communication, and brand experience are some important factors that determine how the customers perceive them. Brand development, therefore, can be an important function that affects competition, trust, and business sustainability.</span> <span>The article will analyze brand development for businesses operating under the digital environment, with a focus on the conceptual as well as practical approaches. The paper will not present any new theory or findings but will try to compile existing brand building concepts into something that will fit the actual digital market environment. The paper will discuss general concepts for digital brand building along with brand purpose, identity, engaging audiences, content-based communication, brand building, along with consistency on multiple digital channels.</span> <span>Furthermore, the article identifies some Typical Challenges that businesses experience concerning digital brand building. These include building a cohesive brand identity, digital reputation management, and adapting to the ever-changing digital trends. Through the provision of a defined and useful framework, the current research study hopes to aid businesses, especially small to medium-sized enterprises, in establishing robust, authentic, and loyal brands. The results of the research underpin the fact that sound digital brand building is subject to strategic planning, adaptation, and a match between the internal identity of the organization and the digital brand communication.</span></p>