Affiliation:
1. Nanyang Technological University, Singapore
Abstract
This chapter develops a view on brand management in the year ‘2025'. Author proposed three main levers of change: technology, society, and customer behavior. These levers influence the “corporate system” in which companies and other organizations operate. Author further proposed ten suggestions which could employ for brand management in 2025. These are: 1. Development of stronger brand messages, 2. Importance of sound, movement, and animation in branding, 3. Continuous evolution of brands, 4. Sub-brands as a key to emotionalize customer perception, 5. Need to interact more with stakeholders, 6. Creation of ‘permission to use and own' a product, 7. Alignment of individual product/company brands with umbrella brand 8. Globalization of brands, 9. Need to keep B2C business along with B2B business, 10. Investment into branding by B2B companies.
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