This research study aims to investigate the positive impact of digital marketing and branding strategies on increasing brand awareness in the Lusaka District of Lusaka Province, Zambia. In today's digital era, businesses are increasingly leveraging various digital marketing techniques and branding strategies to enhance their brand visibility and reach a wider audience. However, limited research exists on the specific impact of these strategies in the local context of Lusaka District.

The study will employ a mixed-methods approach, combining quantitative and qualitative research methods to gather comprehensive data. Primary data will be collected through surveys administered to consumers in Lusaka District, focussing on their awareness and perceptions of brands utilising digital marketing and branding strategies. In-depth interviews will also be conducted with key stakeholders, such as marketing professionals and business owners, to gain insights into their experiences, challenges, and successes with these strategies.

The research will examine the effectiveness of various digital marketing channels, including social media platforms, search engine optimisation, email marketing, and content marketing, in increasing brand awareness in the Lusaka District. It will also explore the role of branding strategies, such as brand positioning, messaging, and visual identity, in strengthening brand recognition and recall. The study anticipates that the findings will reveal a positive correlation between digital marketing and branding strategies and brand awareness in the Lusaka District.

It is expected that businesses employing effective digital marketing campaigns will experience increased brand visibility, improved customer engagement, and higher levels of brand recall among the local population. The research will contribute to the existing literature on digital marketing and branding, particularly within the Zambian context.

The implications of this study will extend to businesses operating in Lusaka District, providing them with insights into the most effective digital marketing and branding strategies to enhance their brand awareness. The findings will also be relevant to marketing professionals, researchers, and policymakers interested in understanding the impact of digital marketing and branding in emerging economies.

In conclusion, this research study seeks to shed light on the positive impact of digital marketing and branding strategies on increasing brand awareness in the Lusaka District of Lusaka Province, Zambia. By understanding the effectiveness of these strategies, businesses can optimise their marketing efforts, strengthen their brand presence, and ultimately drive growth in the local market.