Author(s) :

Dr. Varalakshmi, Vrashti, Chirag, Asmit, Lanchenba and Mithesh.

Volume/Issue :

Abstract :

Brand legacy has traditionally been built through consistent messaging, quality products, and cultural significance. However, in the digital era, maintaining this legacy presents new challenges and opportunities. The rapid evolution of digital platforms, shifting consumer behaviours, and increasing competition from digitally native brands have forced traditional legacy brands to adapt to new paradigms. Digital transformation is no longer an option but a necessity for brands seeking to sustain their reputation and market position. This research explores how legacy brands adapt to digital transformation, leveraging social media, influencer marketing, e-commerce, and digital storytelling to stay relevant. It examines the role of data-driven decision-making, artificial intelligence, and blockchain technology in maintaining brand integrity and authenticity. Additionally, the study delves into how consumer engagement has shifted from one-way communication to an interactive and participatory model, requiring brands to create immersive experiences and foster online communities. Using qualitative case studies, we analyze successful digital strategies implemented by legacy brands and highlight key challenges they face in this evolving landscape. The findings suggest that digital engagement, authenticity, and innovation are critical for preserving brand heritage while staying competitive in a fast-changing market. Moreover, the research underscores the importance of balancing tradition with modernity, ensuring that the essence of a brand’s legacy is not diluted in the pursuit of digital relevance. By understanding the intersection of legacy and technology, brands can create sustainable strategies that maintain their heritage while thriving in the digital economy.

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