The purpose of this study is to utilize leading brand and marketing experts to further define and identify the meaning of a brand in its current and future states. In an effort to better understand the future of branding, this study attempts to gain relevant, insightful information from thought leaders in the industry. This qualitative research study investigates meaning, concentrating on "what" will effect the future of branding, not on "how much" it will change. Key questions regarding the current state of branding, the future of branding, and the major challenges and trends that will impact the ability of managers to maintain vital and relevant brands are asked of and answered by twelve experts in the field of branding - advertising executives, brand consultants and corporate executives. Findings of this research show that brands are here to stay, however, will become more and more challenging to manage in the future. The job of brand management will extend beyond the traditional brand manager; it will be the responsibility of the entire organization to ensure a consistent brand experience for the consumer. The customer, because of technology and information proliferation, will be increasingly involved in the expression of a brand and companies must learn how to manage this new level of relationship. Although it is difficult to measure a brands' return on investment and worth to an organization and to the consumer, shareholders will pressure executives to do so.
Library of Congress Subject Headings
Brand name products--Management--Case studies; Branding (Marketing)
Service Management (MS)
Department, Program, or Center
Hospitality and Tourism Management (CAST)
Napier, Sharon, "The future of branding" (2004). Thesis. Rochester Institute of Technology. Accessed from
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