E-Marketing Project,Branding Online and Experience Brands

Branding's crucial role in business is examined, particularly its impact on consumer loyalty in the digital age. The report discusses a significant shift in power from producers to consumers, as highlighted in a 2005 Economist article. It specifically analyzes how brands, especially in the alcoholic beverage industry, have adapted to this change, focusing on Diageo Plc, the world's third-largest alcoholic company. The study emphasizes strategies for experience brands to enhance customer loyalty while navigating competitive challenges and external threats.