Investments in optimized brand management structures and processes provide the efficiency that is needed.
2. Convergence
Brand worlds often collide when innovation cycles merge with new technologies. This demands a great deal of flexibility and foresight on the part of brand managers.
3. Multi-channel
Brand builders need to provide sustainable, adaptable answers regarding the type of exposure they want their brands to have in selected media/channels.
4. Self-segmentation
Brand builders should adapt expectations to the respective situation, while always remaining true to their brand values.
5. Diversification
expansion into new markets, and make the portfolio more resistant to crises.
6. Individualization
The trend toward the individualization of product offerings continues unabated. It is necessary to integrate stakeholders into the “service performance” process.
7. Globalization
Global brand management in different region, counties.
8. Social and economic change
The world is changing, climate change, new media, different ways of obtaining and processing information, food scandals, and the global financial crisis, are effecting fundamental, long-term changes in the way society thinks and acts. The keyword here is “sustainability.” Brand-builders of the future will be called upon to react to these changes, and in some cases take the lead in shaping the world of tomorrow.
Bercht, Walter. Interbrand. 24 April 2010 http://www.interbrand.com/paper.aspx?paperid=74&langid=1000
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