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Description: Rachmad, Yoesoep Edhie. 2020. Building a Digital Brand: Entrepreneurial Strategies for Attracting and Retaining Customers. International Journal of Brand Management, Volume 18, No 3. https://doi.org/10.17605/osf.io/rhgnj In the 2020 study "Building a Digital Brand: Entrepreneurial Strategies for Attracting and Retaining Customers," published in the "International Journal of Brand Management," Volume 18, Issue 3, Yoesoep Edhie Rachmad offers an in-depth exploration of the strategies that entrepreneurs can use to develop and maintain a strong digital brand. This research focuses on the key tactics that enhance brand visibility, engage customers, and foster loyalty in the competitive digital marketplace. Background: The study is framed within the broader context of digital entrepreneurship, where establishing a distinctive and appealing digital brand is critical for business success. In an era dominated by online interactions, digital branding becomes a pivotal element of an entrepreneur’s strategy to attract and retain customers. Definition and Basic Concepts: Digital branding is defined as the process of creating a unique online identity that represents a company’s values and promises to its customers. It involves using digital tools and channels to communicate a consistent brand message, connect with target audiences, and build brand loyalty. Phenomenon: The driving phenomenon behind the research is the shift towards digital consumerism, where customers increasingly interact with brands through digital platforms. This shift requires entrepreneurs to adopt innovative branding strategies that resonate with tech-savvy consumers and stand out in a crowded digital landscape. Problem Formulation: The main challenge addressed by the research is identifying effective strategies for building and sustaining a digital brand that attracts and retains customers. The study aims to uncover the methods that successful digital brands use to engage with their audiences and create lasting customer relationships. Research Objectives: The objectives include analyzing the components of successful digital branding, identifying the challenges of digital brand management, and providing practical strategies for entrepreneurs to enhance their brand’s digital presence. Qualitative Research Methodology: Utilizing a qualitative approach, the methodology includes case studies of successful digital brands and interviews with founders and branding experts. This approach provides insights into the practical applications and outcomes of various digital branding strategies. Criteria and Respondent Selection: Respondents were selected based on their expertise in digital branding and their role in successfully managing online brands. The study features 18 entrepreneurs and branding professionals from diverse sectors such as e-commerce, digital content, and online services. Research Indicators: Key indicators of successful digital branding include website traffic, social media engagement, customer acquisition and retention rates, and overall brand recognition and loyalty. Operational Variables: These variables consist of the deployment of digital marketing techniques (SEO, social media, content marketing), the consistency of brand messaging across digital platforms, and the integration of customer feedback into brand strategies. Determining Factors: The study identifies critical factors such as the clarity and appeal of the brand message, the effectiveness of digital marketing campaigns, and the ability to adapt branding strategies to changes in consumer behavior and technology as determinants of successful digital branding. Research Findings: The findings suggest that successful digital branding relies on a strong narrative that connects with customers on an emotional level, innovative use of digital tools to engage customers, and continuous monitoring and adaptation to digital trends. Conclusion and Recommendations: The study concludes that building a digital brand requires a strategic approach that combines creative messaging with sophisticated use of digital tools. Recommendations for entrepreneurs include focusing on authenticity and transparency in brand communications, leveraging data analytics to understand customer preferences, and continuously evolving branding strategies to keep pace with digital advancements. This research provides comprehensive insights into the strategies for building a successful digital brand, offering valuable guidance for entrepreneurs seeking to enhance their market presence and customer engagement in the digital era.