Non-Fungible Tokens (NFTs) and associated digital assets have rapidly emerged as transformative tools in contemporary marketing and brand management strategies due to their unique advantages in digital ownership and consumer engagement. This systematic literature review critically examines how NFTs and related digital assets influence the brand value chain and reshape the dynamics of consumer–brand relationships. Utilizing a structured search protocol, 110 peer-reviewed articles were identified from leading databases including EBSCOhost, ProQuest, Google Scholar, LexisNexis, JSTOR, and Scopus. Following explicit inclusion and exclusion criteria based on relevance, methodological rigor, and recency, six key studies were selected for an in-depth thematic analysis. The findings reveal that NFTs provide consumers with exclusivity and personalized digital ownership, significantly enhancing loyalty, trust, and engagement. Unlike cryptocurrencies, which require specialized technical literacy, NFTs offer intuitive accessibility, broadening consumer demographics and enabling firms to strengthen and diversify interactions. Practical applications highlighted include innovative product promotion, authentication, and digitally representing physical products, thus enriching various stages of the brand value chain. However, the study acknowledges critical challenges, such as security vulnerabilities, regulatory uncertainties, and market volatility, emphasizing cautious strategic integration. The insights generated contribute to a clearer theoretical and managerial understanding of NFTs in branding, offering explicit directions for future research and practice.