• P. S. Nagarajan

The transformation from the download culture to the upload culture attributed by the rationality in decision making, increased disposable income, social viewing, cyber-hoarding , Z generation dabble compels and allure marketers to clinch and capitalize online. Branding in digitalization aura is as crucial and challenging because of the level playing and zero moment of truth criterion of digital marketing. E-branding as in an nascent stage despite many are novice, the indigenous market gains momentum because of the avalanche use of internet bestowed by the digitalization move of government and trifle charges by the service providers. This paper is originally a conceptual albeit purports to explore and explicit the e-branding strategies that are in prevalence and likely to persuade and woo the marketers and customers.

Disposable income, Social viewing, cyber-hoarding, Z generation, indigenous market, e-branding.

"E-Brand Building and Communication Strategies in the Digital Era", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 5, page no.205-212, May-2019, Available :http://www.jetir.org/papers/JETIR1905B33.pdf

"E-Brand Building and Communication Strategies in the Digital Era", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 5, page no. pp205-212, May-2019, Available at : http://www.jetir.org/papers/JETIR1905B33.pdf