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In the contemporary digital environment, online consumer reviews and social media conversations significantly influence how brands are perceived, evaluated, and remembered. A prominent example of this phenomenon is the Indian ed-tech brand Byju’s, which has faced sustained negative online reviews and social media backlash in recent times. These conversations have had a direct impact on the brand’s equity and its online brand positioning, demonstrating how digital discourse can reshape brand meaning in the minds of consumers. Byju’s initially built strong brand equity through aggressive digital marketing, celebrity endorsements, and _______ _____ _______ _______ __________ _________ ____ ____ _________ ________ _____.
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