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Emerging Branding Trends in the Post-COVID World

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Abstract

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 different 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 information-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 management; Digital, how the digital revolution is transforming brand management; and Authentic, the growing importance of brand purpose to generate true value.

Suggested Citation

  • Toniatti, Clarisse & Guerreiro, Manuela & Viana, Carla & Pereira, Luís N., 2023. "Emerging Branding Trends in the Post-COVID World," Journal of Tourism, Sustainability and Well-being, Cinturs - Research Centre for Tourism, Sustainability and Well-being, University of Algarve, vol. 11(2), pages 100-114.
    • Handle: RePEc:ris:jspord:1073
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    1. He, Hongwei & Harris, Lloyd, 2020. "The impact of Covid-19 pandemic on corporate social responsibility and marketing philosophy," Journal of Business Research, Elsevier, vol. 116(C), pages 176-182.
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    3. repec:hal:pseose:halshs-01383778 is not listed on IDEAS
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    More about this item

    Keywords

    Brand Management; Branding; Marketing; Delphi Method;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other

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