Brand symbolism in the digital age: Prof. S Ramesh Kumar

‘Brand symbolism in the digital context’, authored by former Marketing area faculty Prof. S Ramesh Kumar, for ET’s Brand Equity, explores how brands like Coca-Cola, Puma, and Nike use symbols to create emotional connections and how technology plays a pivotal role in reinforcing these associations. In the article, he examines that as brands traverse the changing terrain of digital symbolism, where technology, storytelling, and imagery profoundly influence consumer perception, a dynamic shift is taking place.