Brands are facing key challenges. In an ever-shrinking world, technology and social networks are changing the rules. This ESADE paper, written by ESADE professors Oriol Iglesias, Jatinder Singh and Monica Casabayo, looks at the implications for scholars and managers.
Among other things, the paper advocates a shift towards a multi-stakeholder approach. It also stresses that managers should focus on what brands do rather than what they say. Research shows there is often a big gap between the two. The authors also note that brands must deliver what they promise if they are to win customers' hearts and minds. The authors conclude that a wide range of methodologies should be used in coming up with branding solutions for the 21st Century.