The modern age has brought new forms of communication through online platforms that have transformed the interaction and communication of a brand with consumers. Digital-age branding goes beyond normal marketing and takes advantage of the social media, websites, influencer partnerships, and customization content to build better brand recognition and loyalty. This paper considers the digital approaches taken by brands, its effects on brand perception and the effects of digital branding on buying behavior. Online surveys were used to collect data on 150 participants concerning brand engagement, direct presence on the social media, and consumer trust. The results explain that good digital branding has a great influence on consumer loyalty and the preference of the brand
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