http://www.iaeme.com/IJMET/index.asp 235 editor@iaeme.com International Journal of Mechanical Engineering and Technology (IJMET) Volume 9, Issue 7, July 2018, pp. 235–243, Article ID: IJMET_09_07_027 Available online at http://www.iaeme.com/ijmet/issues.asp?JType=IJMET&VType=9&IType=7 ISSN Print: 0976-6340 and ISSN Online: 0976-6359 © IAEME Publication Scopus Indexed INFLUENCE OF DIGITAL MARKETING ON BRAND BUILDING Dr. S. YUVARAJ Asst. Professor, Department of Commerce, University of Madras, Chennai, India R. INDUMATHI M.Phil. Scholar, Department of Commerce, University of Madras, Chennai, India ABSTRACT Digital marketing has emerged as a specialism over the last decade with its origin rooted in direct marketing. The increase in the number of personal devices and its use means brand marketers have many more ways of communication directly and indirectly with their target consumers. The study focuses on the effects of digital marketing on branding of a particular product. The study focuses on how digital marketing has made the people to know more about the brands and the development of the brands in the market through technology. The research provides the overview of different digital marketing tools like e-mail marketing, SEO, mobile marketing, blogging, affiliated marketing etc., and its influence on brand building among the customers. This study helps to determine the relationship between the digital marketing and brand building. The digital marketing makes the consumers to remember the eye-catchy caption which blinks on their digital devices starting from their e-mail to their search engines. The study identified that digital channels and assets are used to communicate a brand’s positioning as part of a multichannel brand communication or engagement program where the digital marketing can be called as digital branding or digital communication. Keywords: Brand Building, Brand Communication, Brand Perception, Digital Branding,Digital Marketing, Cite this Article: Dr. S. Yuvaraj and R. Indumathi, Influence of Digital Marketing on Brand Building, International Journal of Mechanical Engineering and Technology, 9(7), 2018, pp. 235–243 http://www.iaeme.com/IJMET/issues.asp?JType=IJMET&VType=9&IType=7 1. INTRODUCTION The study of marketing a product is an age old concept. The change in the society that is, in particular, the behavioral change of the people, the strategies used by a seller for selling a product also changed. In the internet era, marketing strategy used by the manufacturers to sell a product online can be called Digital Marketing in today’s time. Earlier digital marketing has