Digital Branding
The e-Branding is known with other terms such as digital Branding, i-Branding, Internet Branding or online Branding. e-Branding is considered a type of online or digital brand management, which interlaces e-Commerce, e-Marketing and e-Business; It allows the proper flow to the era of connectivity, without confusing the options of interactive marketing. Internet Branding (also refers to Online Branding) is a brand management technique in the marketplace. Website optimization and creation, social media search (Jansena, Sobelb, & Zhangc, 2011), blogs, digital press releases, and marketing videos are all methods used for the digital branding process (Green, 2013) (Fallon, 2013).
According to Rowles in his book Digital Branding he explains that: Essentially, digital branding is the customization of the organization, service or product; created by the sum of all the experiences that an individual has with the brand; It includes themes of visual identity, but also important points such as interaction in social networks and online comments. In summary, the logo provides an identity, but the handling of the brand makes the user decide why he will remember it; giving added value to the brand (Rowles, 2014).
The Internet is relatively young, but it is one of the most effective dissemination weapons when it comes to providing information, because it allows the increase in location and digital positioning, while print advertising has largely declined, seeking more creative forms of expression and interaction. Today, brands develop new strategies to include a transition to online advertising and electronic commerce. “Upon entering the 21st century, the main advances in marketing can be summed up in a single theme: connectivity” (Kotler & Armstrong, 2013).
According to Adamson in his book BrandDigital: Simple Ways Top Brands Succeed in the Digital World he tells us: “It’s not enough to read the innumerable articles about what’s happening in the space that unfolds.” For proper branding management, value must be provided to consumers with whom you want to do business. It is essential to have practical knowledge in the space they have and in which you are playing. (Adamson, 2008, p. 274)