EVOLUTION OF BRANDING STRATEGIES IN THE DIGITAL AGE: A LITERATURE REVIEW

Abstract

The evolution of branding strategies in the digital age has transformed the way businesses connect with consumers, shifting from traditional, one-way messaging to interactive, consumer-centric experiences. This literature review examines key developments in digital branding, highlighting how technological advancements, social media platforms, big data analytics, and consumer empowerment have redefined brand communication and identity. The study explores strategic changes in content marketing, personalization, influencer partnerships, and omnichannel engagement. It also addresses challenges such as digital saturation, brand authenticity, and managing online reputation. By synthesizing recent academic and industry research, this review offers insights into the adaptive strategies brands employ to remain relevant and competitive in an increasingly digital marketplace.