DIGITAL MARKETING: A SUSTAINABLE SOLUTION FOR BUILDING CUSTOMER-BASED BRAND EQUITY FOR ENTREPRENEURS

Abstract

A lot of effort has been made till date to understand how brand identity may be created that helps in reaping profits to any business. Yet, not much has been explored about how brand equity is built in the digital arena for entrepreneurs. Through this paper, an attempt to understand the existing models and develop a conceptual model consisting of various digital marketing solutions and their particular results that help in developing a robust customer-based brand equity, thus helping the entrepreneurs to sustain their businesses vis a vis established business houses based on existing models. The model encompasses the paradigm shift from traditional marketing strategies to more consumer-friendly digital marketing strategies. This paper proposes to bridge the gap in defining digital marketing solutions and their identifiable consequences on the dimensions of customer-based brand equity for entrepreneurs.