The past, present, and future of brand research

Travis Tae Oh (), Kevin Lane Keller (), Scott A. Neslin (), David J. Reibstein () and Donald R. Lehmann ()
Additional contact information
Travis Tae Oh: Columbia University
Kevin Lane Keller: Dartmouth College
Scott A. Neslin: Dartmouth College
David J. Reibstein: Wharton School of the University of Pennsylvania
Donald R. Lehmann: Columbia University

Marketing Letters, 2020, vol. 31, issue 2, No 5, 162 pages

Abstract: Abstract This article discusses the past, present, and future of brand research. We begin by reviewing three historical eras of branding development in the past: the information, attribute, and brand equity eras. Each era is marked by an emphasis on a particular concept of brands and a dominant research methodology during that period. We characterize the present of brand research as the branding era, in which brands have become part of the everyday vocabulary, and the concept of “branding” has been embraced by all types of organizations and people. Finally, we share our perspective on the future of brand research by discussing three major shifts in the brand landscape, mostly influenced by technological advancements such as IoT and their capacity to collect granular data at the individual level. We anticipate that new, exciting opportunities in brand research will continue to open up at the intersection of brands, technologies, and people.

Keywords: Brands; Branding; Brand research history; Brands and technology (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (18)

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DOI: 10.1007/s11002-020-09524-w

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