Social networking sites are crucial platform in brand development, brand promotion and brand management. This article evaluates how the digital media has helped in enhancing the concept of Brand Positioning, for different brands that exist and how it has had an effect on the consumer behavioral patterns to create a positive image. In the process, it goes on to explore the contribution of certain allied and related factors of Digital Media.

Top consumer brands are realizing that serious investment in social media tools—beyond putting up a Facebook page or having a Twitter account—can help them gain a bigger share of the new-gen customer's wallet. "Companies have realized that they were callously investing in social media without expecting a return on investment. Now clients have begun to demand more," said Advith Dhuddu, founder and CEO of AliveNow, a Bangalore-based social media management agency. Advertisers are increasingly using digital and social media for mainline advertising campaigns rather than one-off marketing exercises. Digital and social media are now becoming the new barometer to gauge the popularity of a campaign before it is released on mass media.

As more and more people irrespective of their age group flock to Facebook, LinkedIn, Twitter, MySpace and hundreds of other social networking sites around the world, something far more important is going on. "Social media and networks have the potential to completely bypass the traditional business-to-consumer marketing relationship and shift towards a new, consumer to consumer market place"—according to Rick Rash CEO, Cambridge Group.

Advertising Express Magazine, Digital Media, Social Networking Sites, Brand Management, Social Media Tools, Social Media Management Agency, Advertising Campaigns, Brand Positioning, Global Telecommunications, Corporate Social Responsibility, Marketing Strategies, Television Advertising, Glocalization, Mass Marketing, Video Streaming, Marketing Tools, Mobile Advertising, Search Engine Marketing, Business Networking Promotion.