Branding in 2025: A Dawn of a New Era

Branding in 2025: A Dawn of a New Era

Kay G. Segler (Nanyang Technological University, Singapore)
Copyright: © 2018 |Pages: 19
DOI: 10.4018/978-1-5225-2921-7.ch002
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This chapter develops a view on brand management in the year ‘2025'. Author proposed three main levers of change: technology, society, and customer behavior. These levers influence the “corporate system” in which companies and other organizations operate. Author further proposed ten suggestions which could employ for brand management in 2025. These are: 1. Development of stronger brand messages, 2. Importance of sound, movement, and animation in branding, 3. Continuous evolution of brands, 4. Sub-brands as a key to emotionalize customer perception, 5. Need to interact more with stakeholders, 6. Creation of ‘permission to use and own' a product, 7. Alignment of individual product/company brands with umbrella brand 8. Globalization of brands, 9. Need to keep B2C business along with B2B business, 10. Investment into branding by B2B companies.
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Levers Of Change

The “corporate system”, which drives conceptual changes in branding, represents the competitive structure of the industry (Porter & Millar, 1985, p. 153). It encapsulates consolidation processes, internationalization of industries, disruption developments within industries etc. This corporate system will definitely look different in 2025 as compared to today (Denning, 2014, 2016; Leavy, 2016). Even for players, which are no business corporations - for instance cities, NGOs, associations, foundations etc. – an equivalent for such a “corporate system” exists. It represents the “playing field structure” for similar players who compete for attention of their clients.

This chapter proposes three main levers of change which are discussed in the subsequent sections (Refer to Figure 1):

  • Society

  • Technology (Chen & Popovich, 2003)

  • Customer Behavior

Figure 1.

Levers of change for branding


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