Year: 2025
Type: article
Study design: Observational Study
Abstract: In today's hyper-connected world, digitalization has become more than just a technological upgrade-it is a strategic imperative for building global brands.This paper explores how digital tools and platforms like social media, ecommerce, artificial intelligence, and data analytics help organizations create, maintain, and evolve their brand identities on an international scale.Through a mixed-method approach involving surveys of digitally active Indian consumers and interviews with branding professionals, the study uncovers the strengths and limitations of digital strategies in fostering visibility, customer loyalty, and cultural relevance.While digitalization has democratized global branding opportunities, the research reveals key challenges such as maintaining brand consistency, respecting cultural nuances, and ensuring data privacy.The paper concludes with practical recommendations for brands looking to scale responsibly and sustainably in an increasingly digital-first marketplace.
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: bronze
OpenAlex ID: W4411219787