Exploring the Discourse Dimension of Digital Branding: Insights into Strategic Communication Research and Practice

Abstract

This study explores the discursive dimension of branding within strategic communication, emphasizing how digital media have transformed branding practices. Branding, traditionally understood as the alignment between brand identity and brand image, extends beyond promotional activities to encompass broader socio-cultural and ideological processes. Following the discursive turn in the Social Sciences, this research conceptualizes branding as a discursive practice that constructs, negotiates, and disseminates meanings, shaping ideologies and power relations in digital environments. Given the growing role of digital media in strategic communication, the study examines how brands leverage online platforms to engage audiences and manage stakeholder relationships. By analyzing the discourse dynamics of digital branding, this research provides insights into how brands establish identities, foster consumer engagement, and navigate digital spaces. The findings contribute to discourse-oriented branding research and offer strategic communication practitioners essential tools for crafting effective communication strategies.