ABSTRACT
This chapter examines offline branding as a complement to online branding from the perspective of a developing economy. It discusses the role of offline branding in the digital era and how it can be utilised as a strategic tool to augment online/digital branding. Effective offline branding management is essential for business stabilization and growth, and results in profit maximization and customer satisfaction, especially in the developing economy context. The online and offline dichotomy, as well as its integration and implementation, have generated considerable research interest in the academic environment as scholars have attempted to clarify their differences by proposing well-structured definitions. The benefits associated with offline branding are enormous, but research indicates that having only an online strategy may lead to competitive disadvantages. Celebrity endorsements as an offline branding strategy involve using well-known individuals or people of high social status to promote products or services in order to raise awareness and elicit a purchase response from consumers.
