A platform for research: civil engineering, architecture and urbanism
A platform for research: civil engineering, architecture and urbanism
Emerging branding trends in the post-COVID world
Innovative branding approaches are emerging since the fundamentals of brand management are being called into question. This scenario has been enhanced by COVID-19, which has brought profound impacts from which a dif-ferent world will emerge. Building on this, the purpose of this study is twofold. First, to explore how the COVID-19 pandemic is influencing new trends in brand management. Second, to identify the trends that may consolidate in the post-COVID scenario. A qualitative and exploratory approach was adopted through the Delphi Method. An informa-tion-gathering process was undertaken by a panel of 45 marketing professionals from Portugal and Brazil. Informed by the Brand Work Manifesto principles, the most relevant trends to consolidate in the post-pandemic world were addressed, and findings highlight four of them: Open, new ways for the brand to generate value through an open and deeper relationship with stakeholders in the ecosystem; Agile, growing relevance of agile and flexible brand manage- ment; Digital, how the digital revolution is transforming brand management; and Authentic, the growing importance of brand purpose to generate true value. ; info:eu-repo/semantics/publishedVersion
Emerging branding trends in the post-COVID world
Innovative branding approaches are emerging since the fundamentals of brand management are being called into question. This scenario has been enhanced by COVID-19, which has brought profound impacts from which a dif-ferent world will emerge. Building on this, the purpose of this study is twofold. First, to explore how the COVID-19 pandemic is influencing new trends in brand management. Second, to identify the trends that may consolidate in the post-COVID scenario. A qualitative and exploratory approach was adopted through the Delphi Method. An informa-tion-gathering process was undertaken by a panel of 45 marketing professionals from Portugal and Brazil. Informed by the Brand Work Manifesto principles, the most relevant trends to consolidate in the post-pandemic world were addressed, and findings highlight four of them: Open, new ways for the brand to generate value through an open and deeper relationship with stakeholders in the ecosystem; Agile, growing relevance of agile and flexible brand manage- ment; Digital, how the digital revolution is transforming brand management; and Authentic, the growing importance of brand purpose to generate true value. ; info:eu-repo/semantics/publishedVersion
Emerging branding trends in the post-COVID world
Toniatti, Clarisse de Aguiar (author) / Guerreiro, Maria Manuela (author) / Viana, Carla (author) / Pereira, Luis (author)
2023-07-01
doi:10.34623/qstn-4p54
Article (Journal)
Electronic Resource
English
DDC:
710
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