The key principles of successful branding

The main objective of this thesis is to deliver some key principles in order to brand successfully. Also, at the beginning of literature review, author will provide the definition of branding since branding is changing from products centric to customer centric. Therefore, it is essential to understand what branding is about. In order to make this research be more applicable, a case company is chosen. Specifically, it is not only the key principles of branding but also the importance of digital platform in branding will be provided to case company to improve its brand-building program. Besides, this research will also focus on answering these research question: 1. What are key characteristics in forming a good brand? How case company will be able to apply some of those? 2. What tools or solutions will make VEC be more reachable in digital space? What action VEC should take to be more visibility? 3. What is the importance of communication between customers and VEC, especially in digital marketing? In order to make this thesis be applicale, author employs quantitative method as research method. By this method, the outcome is the importance of digital platform in brandbuiding campaign which is be able to apply to case company