Emerging Branding Trends in the Post-COVID World

Clarisse Toniatti (), Manuela Guerreiro (), Carla Viana () and Luís N. Pereira ()
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Clarisse Toniatti: FE, University of Algarve, Postal: Faculty of Economics, University of Algarve, Faro, Portugal, http://fe.ualg.pt/
Manuela Guerreiro: FE & CinTurs, UAlg, Postal: Research Centre for Tourism, Sustainability and Well-being (CinTurs), Faculty of Economics, University of Algarve, Faro, Portugal, http://www.cinturs.pt/site/index.php
Carla Viana: Instituto Politécnico de Setúbal, Postal: Instituto Politécnico de Setúbal, Setúbal, Portugal, http://www.ips.pt/ips_si/web_page.inicial
Luís N. Pereira: ESGHT & CinTurs, UAlg, Postal: Research Centre for Tourism, Sustainability and Well-being (CinTurs), Faculty of Economics, University of Algarve, Faro, Portugal

Journal of Tourism, Sustainability and Well-being, 2023, vol. 11, issue 2, 100-114

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.

Keywords: Brand Management; Branding; Marketing; Delphi Method (search for similar items in EconPapers)
JEL-codes: M31 M37 M39 (search for similar items in EconPapers)
Date: 2023
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Citations: View citations in EconPapers (1)

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