Marketing Tactics To Digital Branding

In the era of globalization, the brand has become for many companies in itsmain asset, its value in the market. It’s what consumers buy and goes far beyondthe materiality of the product.In this paper, we investigate the new context surrounding the brand in thedigital era. Search and maintain the power of branding in this time where brands donot have the last word themselves.The current scenario poses new rules, where technological change isundoubtedly one of the main factors that have drastically revolutionizedcommunication codes, relations, marketing and brand preference.In times where the internet has reached a state of maturity is exhibited anew behavior, digital lifestyle, as the result of the integration of internet and othercommunication channels such as mobile phones and other devices in our behavior,in the way we interact and react with the environment.The subject is evaluated from viewpoints of different authors looking forconsensus. Besides to support the study, are analyzing two case studies ofMorton’s corporation that integrated its brand to the digital world successfully andgives a value right through digital media and Customer service systems.The first case presents a success of the brand in consequence of amessage from a client via social media.The second case presented as a mistake by an employee leaves a scar onthe brand image, due to the influence of the internet and digital media.