Digital Branding and Sustainable Business Models: The Case of the Automotive Sector

In response to growing environmental concerns and shifting consumer expectations, companies in the automotive sector are increasingly integrating sustainability into their core strategies. At the same time, digital transformation has reshaped how brands communicate, engage, and build relationships with their audiences. This thesis explores the intersection of these two critical shifts: sustainability and digitalization, by analyzing how digital branding supports the transition toward sustainable business models in the automotive industry. The research is based on a literature review covering digital branding, brand equity theory, sustainable business model innovation, and corporate sustainability communication. It combines an analysis of leading automotive brands’ digital communications and consumer perception surveys to evaluate the effectiveness of digital strategies in conveying authentic sustainability values, thereby highlighting strategies toward sustainable mobility of each brand. The empirical findings aim to clarify the strategic role of digital branding as both a communication tool and a motivation for broader business transformation. The thesis contributes to the academic discussion on sustainability-oriented innovation by offering an integrated framework that links digital brand equity with sustainable value creation. It also provides practical insights for marketers and decision-makers to align brand purpose with transparent and engaging sustainability narratives in a digitally driven environment.