Emerging branding trends in the post-COVID world

• Autor(a) principal: Toniatti, Clarisse de Aguiar
• Data de Publicação: 2023
• Outros Autores: Guerreiro, Maria Manuela, Viana, Carla, Pereira, Luis
• Tipo de documento: Artigo
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.1/19889
• topic: Brand management; Branding marketing; Delphi method

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.