Beruflich Dokumente
Kultur Dokumente
STRATEGIC BRAND
MANAGEMENT
Future Brands
By
Paul Olola D65/68454/2013
Overview
Brands shape how we see
and
relate to the world by amplifying
cultures, Influencing perceptions
and creating new norms.
Implication 2030
From Offer to Interactivity
Implications 2030
From Stability to Adaptation
Through the democratization of
Implications 2030..ctd
From product development to
customer based innovations
Branding tomorrow is about innovating your brand and knowing what customers think of
your brand.
Interacting with customers enables organizations know if they love it, hate it, miss it or
what they want done differently.
The first step to keeping on top of the game is getting into the conversation. There is no
need to wait even if customers are not talking about your brand, get in there and learn.
blogs and
answer questions that are relevant to
your brand.
to people and
Entertaining
communication
that matter to
the target
audience
References
Allan, K., Rajendra, K., & Robert, W., (1994). Journal of Marketing Research :
Challenges & Opportunities facing Brand Management, Vol. 31, No. 2, Special
Issue on Brand Management, pp. 149 158.
Keller, K.L., (2003). Strategic Brand Management : Building, measuring and
managing brand equity (2nd ed.) New Jersey: Prentice Hall International Inc.
Kotler, P., & Keller, K.L., (2012). Marketing Management (14th ed.) New Jersey :
Cerebellum Press.
Kotler, P., & Armstrong, G., (2012). Principles of Marketing (14th ed.) New
Jersey : Prentice Hall International Inc.
Kruger, R., & Stumpf, A., (2013). Brand Growth Barriers : Identify, Understand
& Overcome them. Berlin : New York : Springer.
Kumar, V., Aaker, A., & Day, G., (2002). Essentials of Marketing Research (2nd
ed.) John Wiley and Sons, INC.: Pennsylvania.
(Just to mention but a few)