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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 a promise of personalized, high-quality education. Positive word-of-mouth, high app ratings, and social media storytelling positioned the brand as innovative, aspirational, and trustworthy. However, as negative reviews began surfacing on platforms such as Google Play Store, Twitter, LinkedIn, and consumer forums, the brand narrative started _______ ________ ______ ______ __________ ________ __________ ____ _____ ____.
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