The Implication of E-commerce and Its Impact on the Brand Identity of Bright Dairy : A Bright Dairy Case Study

Abstract: Background: The business scenario has been changed at a rapid pace as the “information communication technology” has changed the course of business. It is observed that “information communication technology” develops new opportunities for the business. The companies are significantly used the ICT as a tool to enhance their brand management strategies. In the dairy market, the recent implication of e-commerce has brought considerable changes toward brand identity.  Purpose: The purpose of this research is to investigate the impact of e-commerce on the brand identity of the dairy company. It is observed that with time the dairy companies have left the traditional channel of business and now incorporating the new e-commerce channel. That is why this research is investigated the Bright Dairy company which is one of the leading brands of the dairy industry and recently implement an e-commerce channel with the facilitation of Alibaba.  Method: The research design of this study is based on the Qualitative Research Method in which qualitative data is collected from the managerial level employees of Bright Dairy. The data collected in this research is qualitative which provides considerable facilitation to understand the problem under investigation. A total of 7 interviews are conducted by using a detailed interview guide.  Conclusion: It is concluded from this research that the information gathered from the respondents has indicated that currently, the dairy industry has digitalized its relationship with the customers. The focus of the companies is to ensure the development of their brand by strongly focusing on brand identity. The results also highlight that the dairy companies must have to implement e-commerce and it had a strong impact on the brand identity.