Emerging branding trends in the post-COVID world

Toniatti, Clarisse de Aguiar; Guerreiro, Maria Manuela; Viana, Carla; Pereira, Luis

http://hdl.handle.net/10400.1/19889

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Authors

Toniatti, Clarisse de Aguiar

Guerreiro, Maria Manuela

Viana, Carla

Pereira, Luis

Abstract(s)

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.