IDEAS home Printed from https://ideas.repec.org/a/oup/jconrs/v48y2021i4p527-540..html
   My bibliography  Save this article

The Future of Brands and Branding: An Essay on Multiplicity, Heterogeneity, and Integration

Author

Listed:
  • Kevin Lane Keller

Abstract

Brands come in many forms and perform multiple roles and functions for a variety of different types of individuals and organizations. Focusing on companies or non-profits marketing to consumers, this essay speculates on the future of branding in five main areas: brand elements, brand drivers, brand meaning, consumer heterogeneity, and consumer insights. Across these five areas, the main theme that emerges is that branding is increasingly being defined both by multiplicity, in terms of what marketers can do, and by heterogeneity, in terms of the consumers being marketed to. Successful brand marketers going forward will be those who can find integrative branding solutions that balance and blend multiplicity and heterogeneity.

Suggested Citation

  • Kevin Lane Keller, 2021. "The Future of Brands and Branding: An Essay on Multiplicity, Heterogeneity, and Integration," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 48(4), pages 527-540.
  • Handle: RePEc:oup:jconrs:v:48:y:2021:i:4:p:527-540.
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1093/jcr/ucab063
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Jiang, Xia & Deng, Fengyi & Yang, Defeng & Yao, Qing, 2024. "The effects of residential mobility on consumers’ preference for paradox brands," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:oup:jconrs:v:48:y:2021:i:4:p:527-540.. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: the person in charge (email available below). General contact details of provider: https://academic.oup.com/jcr .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.