The emergence of Generation Z (Gen Z) as a dominant consumer group has compelled brands to rethink and reshape their marketing and branding strategies. Born between the mid-1990s and early 2010s, Gen Z exhibits distinct digital behaviors, values authenticity, social responsibility, personalization, and engages heavily with social media platforms. This research paper investigates the evolving branding techniques driven by Gen Z's consumption patterns, psychological drivers, and engagement channels. Through a comprehensive analysis of recent academic and industry literature, the study identifies key shifts in branding paradigms, such as influencer-driven marketing, immersive brand experiences, and value-based storytelling. It explores how brands are leveraging emerging technologies like AI and AR to align with Gen Z’s expectations and preferences. The findings suggest that brands that succeed with Gen Z exhibit adaptability, cultural sensitivity, and a strong digital presence. The paper concludes by proposing a model for Gen Z-centric branding that combines emotional connection, technological innovation, and social relevance
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