Brand 2.0: what could this mean for Adidas, Nike, Puma and Levi’s?

Abstract

Purpose – Reviews the latest management developments across the globe and pinpoints practical implications from cutting-edge research and case studies. Design/methodology/approach – This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings – A brand is a brand, right? Everything we have been taught about brands and the value of brands has been pretty constant for decades. Ever since the first business schools and marketing thought leaders started studying the phenomenon after the Second World War, the idea of what a brand is, how people regard them and what part they play in purchasing decisions has changed little. But what if either some assumptions were wrong in the first place, or things have changed for a new generation of consumers today? Practical implications – Provides strategic insights and practical thinking that have influenced some of the world’s leading organizations. Originality/value – The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.