Understanding the brand journey and evolution has become crucial for marketers and researchers in a constantly evolving marketplace. In her recent publication, Sandra Maria Correia Loureiro presents a comprehensive review that traces the development of branding concepts over time, offering valuable insights for academics and brand managers. This article undertakes an extensive analysis of brand-related studies from the 1970s to the present, clustering key themes and highlighting shifts in focus over the decades.

Using advanced text mining techniques, the author maps the changing landscape of brand studies, identifying critical concepts such as brand loyalty, personality, consumer-brand relationships, and the rise of digital brand experiences. The author categorizes these elements and offers a framework that explains the psychological dimensions behind brand identity, covering areas like consumer connection, symbolism, and behavioral responses. This work provides scholars with significant gaps in the current literature focusing on the brand journey. It suggests pathways for future research, such as the impacts of digital transformations, artificial intelligence, and virtual reality on branding.

We spoke with the author to uncover practical insights for managers looking to integrate these innovations effectively into their operations.

How can managers create or reorganize brands to be more emotionally attractive, meaningful, engaging, or even regarded as “cool” by consumers?

Managers can enhance brand appeal by focusing on emotional connections, authenticity, and relevance. They can use data from consumers to identify what resonates emotionally with them, craft narratives that align with consumers’ values and aspirations, create memorable experiences, both online and offline, that foster a sense of community, and ensure brand actions and messages are genuine and transparent and be unique in the innovations that they implement.

What are the four interrelated components to be aware of when creating and developing a brand’s identity system, and how can managers control them?

The four interrelated components for creating and developing a brand’s identity system are brand positioning (define the unique value and place of the brand in the market), brand personality (develop traits and characteristics that resonate with the target audience), brand communication (ensure consistent and clear messaging across all channels), and brand experience (create positive and memorable interactions with the brand). Managers can control these components by conducting market research, maintaining consistency in messaging, engaging with consumers, and continuously monitoring and adapting strategies based on feedback and market trends.

How can marketers create a survey using scales already developed by academics that measure the psychological characteristics of brands?

Marketers can follow the following steps to create a survey using scales already developed by academics to measure the psychological characteristics of brands:

1. Identify Relevant Scales: Search for established scales in the academic literature that measure the psychological characteristics of brands. Examples include brand personality scales, brand trust scales, brand attachment, and brand coolness scales.
2. Review Academic Sources: Access academic articles where these scales are published. Ensure the scales are validated and reliable.
3. Adapt the Scales: Customize the scales to fit the specific context of the survey. This process might involve modifying items’ wording slightly to match the company’s brand or the target audience (but keep the core content).
4. Pre-Test the Survey: Conduct a pilot test with a small sample to ensure the questions are straightforward and the scales function as intended.
5. Administer the Survey: Spread the survey to the target audience using appropriate channels (e.g., online surveys, email, social media).
6. Analyze the Data: Analyze the responses using statistical software. Confirm the reliability and validity of the scales in the company’s specific context.
7. Interpret the Results: Use the data to gain insights into the psychological characteristics of the brand as perceived by the participants.

Copertina: Foto di Mohamed Hassan da Pixabay