forumforfuturemarketing

A brand is the key to integrated marketing and represents the most important tool of an organisation for weathering market turbulences.  But, within the challenge of fast moving, global marketplace old scientific brand models, which we examine in the first part of our presentation, become less and less relevant. The explosion of offers and media as well as the emancipation of the consumers lead to a dramatic shift of brand management. After highlighting the changes in-depth in the second part, we suggest a new brand definition that overcomes the deficits of current brand approaches:

“A brand is a collective asset based on an inimitable core attribute defined by marketers and treated together with consumers activating them through an integrated, holistic approach with the aim of forming one homogeneous picture in their head which leads to long-term return on costumer.”

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More about:brand, brand management, new definition, paradigm